Reliance Brands to launch SKIMS in India, starting with Delhi and Mumbai
Reliance Brands has secured an exclusive partnership to introduce SKIMS in India. The shapewear and apparel brand will begin with stores in Delhi and Mumbai, followed by phased physical and digital expansion.
What happened
Reliance Brands has formed an exclusive partnership with SKIMS to launch the global shapewear and apparel label in India, beginning with retail stores in Delhi
Why this matters
Reliance’s exclusive SKIMS partnership underscores the strategic value of securing globally resonant premium brands before competitors, particularly where local distribution and retail infrastructure accelerate market entry.
What to watch
- Initial store locations, store size and whether openings are monobrand flagships or shop-in-shops.
- India pricing relative to US prices after taxes and the share of products below key premium price thresholds.
- Timing of e-commerce launch and inclusion on Ajio, Tata CLiQ Luxury, Nykaa Fashion or SKIMS' own India site.
- Evidence of local manufacturing, regional sourcing or India-specific SKUs.
- Sell-through of core shapewear versus loungewear, underwear and apparel categories in the first two quarters.
- Competitor product launches, discounting and celebrity partnerships in seamless basics and shapewear.
- Expansion beyond Delhi and Mumbai into Bengaluru, Hyderabad, Pune and affluent Tier-2 cities.
- Open flagship-led stores in high-end Delhi and Mumbai malls, supported by dedicated fit consultation and curated core-category assortments.
- Launch on Reliance-owned and partner digital channels after initial retail validation, using limited drops and creator-led education around fit, fabric and shapewear use cases.
- Prioritize high-frequency entry products such as underwear, bodysuits, bras and everyday basics before broader apparel categories.
- Test localized size ranges, climate-appropriate fabric mixes and India-specific price architecture.
- Use Reliance's luxury and premium brand portfolio to cross-promote with beauty, occasionwear and wedding-shopping customers.