Reliance Brands to launch Kim Kardashian’s SKIMS in India

Reliance Brands will exclusively introduce SKIMS through stores and digital channels, beginning in Delhi and Mumbai before expanding to more Indian cities. The move adds a major global shapewear label to Reliance Retail’s premium-brand portfolio.

— Source publishedThu, 6 Aug, 2026, 19:41 IST·First seen Thu, 6 Aug, 2026, 19:46 IST·Source Inc42

What happened

Reliance Brands Ltd · Reliance Brands will exclusively launch Kim Kardashian’s SKIMS in India through stores and digital channels, starting in Delhi and Mumbai.

Key facts

  • SKIMS was founded in 2019
  • $225 Mn funding round in November 2025
  • $5 B valuation
  • Indian shapewear market revenue of $101.5 Mn in 2025
  • Indian shapewear market projected to reach $202.6 Mn by 2033

Why this matters

SKIMS’ India entry via Reliance validates the strategic value of partnering with scaled local omnichannel operators to accelerate market access while limiting direct-market-entry complexity.

What to watch

  • Launch timing, store footprint and whether SKIMS enters through standalone stores, multi-brand formats or both.
  • India pricing versus U.S. pricing, import-duty pass-through and availability of entry-price products.
  • Early online sell-through, repeat purchase rates, return rates and demand by size range.
  • Evidence of local sourcing, manufacturing, exclusive India collections or size localization.
  • Expansion beyond Delhi and Mumbai within 12-18 months.
  • Competitive responses from Marks & Spencer, Victoria's Secret, Zivame, Clovia, Nykd by Nykaa and premium D2C intimates brands.
  • Launch flagship SKIMS retail formats or premium shop-in-shops in Delhi and Mumbai, supported by Reliance's digital storefronts.
  • Use creator, celebrity and wedding-season marketing to educate consumers on solutionwear, bodysuits, underwear and loungewear use cases.
  • Test India-specific size curves, colorways, pricing architecture and localized merchandising based on early customer data.
  • Expand selectively into Bengaluru, Hyderabad, Pune and affluent tier-2 markets if early sell-through supports broader rollout.
  • Competitors in premium lingerie, athleisure and D2C innerwear likely increase product innovation, discounting and influencer spending.

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