Reliance Brands to launch SKIMS in India, starting with Delhi and Mumbai
Reliance Brands will exclusively bring Kim Kardashian’s SKIMS innerwear and shapewear label to India through stores and digital channels. The rollout will begin in Delhi and Mumbai before expanding to more cities and channels in phases.
What happened
Reliance Brands Limited · Reliance Brands will exclusively launch Kim Kardashian’s SKIMS innerwear and shapewear brand in India, opening initial stores in Delhi
Why this matters
SKIMS’ Reliance tie-up raises the urgency for rival retail groups to secure differentiated global beauty, intimates and athleisure partnerships before premium category whitespace narrows.
What to watch
- India launch timing, store format and initial SKU mix.
- Whether pricing is localized or tracks import-led global premium levels.
- Availability of extended sizing and India-relevant nude shades.
- Reliance's choice of digital channels, including standalone storefront versus Ajio and other group platforms.
- Early indicators of repeat purchase, returns driven by fit, and demand for bras versus shapewear.
- Competitive launches or promotions from Triumph, Victoria's Secret, Marks & Spencer, Zivame, Clovia and premium D2C innerwear brands.
- Any local sourcing, warehousing or manufacturing move that could improve margins and broaden distribution.
- Open shop-in-shops or dedicated SKIMS spaces in Reliance Brands' premium retail portfolio in Delhi and Mumbai.
- Launch India-specific digital merchandising focused on fit education, size guides, bundles and discreet delivery.
- Use celebrity, creator and bridal/styling partnerships to explain shapewear use cases rather than market the brand as basic innerwear.
- Test localized price architecture, including entry products such as briefs, bras and bodysuits alongside high-ticket shapewear.
- Expand selectively into Bengaluru, Hyderabad, Pune and premium department-store or mall locations after measuring conversion and repeat rates.