Reliance Brands to bring Kim Kardashian’s SKIMS to India
Reliance Retail’s luxury arm, Reliance Brands, will introduce SKIMS in India, adding the shapewear and apparel label to its premium fashion portfolio.
What happened
Reliance Retail · Reliance’s luxury retail arm will bring Kim Kardashian’s shapewear and clothing brand SKIMS to India, expanding Reliance’s premium fashion and
Why this matters
The deal illustrates Reliance Brands’ value as a market-entry partner for global labels, reinforcing its ability to convert international brand equity into localized distribution, retail infrastructure and consumer reach.
What to watch
- Launch timing, initial city count and whether SKIMS opens dedicated stores versus shop-in-shops.
- India pricing relative to domestic shapewear brands and international retail pricing.
- Local sourcing, manufacturing or exclusive India assortment announcements.
- Availability of extended sizes and products adapted to Indian climate and occasionwear needs.
- Early sell-through of core shapewear versus loungewear, underwear and apparel categories.
- Competitive responses from Indian intimates, athleisure and premium fashion retailers.
- Expansion from metros into tier-1 cities and broader e-commerce distribution.
- Launch through Reliance's premium physical retail network and owned digital channels before expanding to selected marketplaces.
- Prioritize metros, wedding/occasion dressing customers and premium mall locations for initial brand awareness.
- Build localized fit, sizing and climate-relevant product assortments, including lighter-weight shapewear and loungewear.
- Use celebrity, creator and fashion-stylist partnerships to translate global brand recognition into Indian consumer relevance.
- Cross-sell SKIMS alongside Reliance Brands' premium fashion portfolio through curated multi-brand retail formats.