Reliance Brands brings SKIMS to India, with first stores planned for Delhi and Mumbai
Reliance Brands has secured an exclusive India partnership with SKIMS and will launch the shapewear and apparel label through stores in Delhi and Mumbai, followed by phased physical and digital expansion.
What happened
Reliance Brands has secured an exclusive partnership to launch SKIMS in India, beginning with stores in Delhi and Mumbai and expanding through physical retail
Key facts
- SKIMS was founded in 2019
- Reliance Brands was established in 2007
- Reliance Brands operates more than 1,855 retail doors across India
Why this matters
SKIMS’ choice of Reliance Brands validates the value of a local operator with retail, digital, and expansion capabilities for international brands entering India.
What to watch
- Launch timing, mall locations and store format for the first Delhi and Mumbai outlets.
- India pricing versus international SKIMS pricing and versus domestic premium innerwear brands.
- Availability of inclusive sizing, bridalwear, saree-compatible shapewear and warm-weather product ranges.
- Whether SKIMS enters Reliance-operated multi-brand doors, Ajio, Nykaa Fashion or other digital channels.
- Early sell-through, replenishment rates and customer feedback on fit, sizing and returns.
- Announcements of local manufacturing, local celebrity partnerships or India-exclusive capsules.
- Competitive promotions and category launches from Zivame, Clovia, Enamor, Marks & Spencer, H&M and D2C shapewear brands.
- Open flagship or high-profile mall stores in Delhi and Mumbai with a heavy launch-event and influencer strategy.
- Build SKIMS shop-in-shop distribution across Reliance Brands' premium retail network after initial flagship validation.
- Localize size curves, climate-relevant fabrics, color assortments and product education for Indian consumers.
- Use Reliance's digital commerce ecosystem to broaden reach before committing to a large physical footprint.
- Assess local sourcing or assembly options if demand justifies reducing duties, lead times and price barriers.