SKIMS enters India with first stores planned for Delhi and Mumbai
Reliance Brands will exclusively operate SKIMS across physical and digital channels in India, beginning with stores in Delhi and Mumbai before a phased expansion into more cities and online channels.
What happened
Reliance Brands will exclusively operate Kim Kardashian-owned SKIMS across physical and digital channels in India. The shapewear and apparel brand will begin
Key facts
- SKIMS was co-founded in 2019
- SKIMS Mens launched in 2023
- Reliance Brands operates over 1,855 doors across India
- Reliance Brands was established in 2007
Why this matters
The Reliance Brands partnership shows SKIMS is using exclusive, full-channel local operators to accelerate international market access while retaining a platform for broader Indian expansion.
What to watch
- Confirmed store locations, opening dates and format size in Delhi and Mumbai.
- India website launch, marketplace availability and delivery/return policy details.
- India price architecture versus imported premium lingerie and domestic competitors.
- Whether the opening assortment includes extended sizes, hosiery, menswear, swimwear or India-specific styles.
- Evidence of shop-in-shop placement in Reliance retail banners or expansion announcements beyond the first two cities.
- Any local manufacturing, sourcing or regulatory disclosures that could improve margins and availability.
- Open initial Delhi and Mumbai stores in high-traffic luxury or premium malls, likely supported by launch events and influencer campaigns.
- Launch an India-specific e-commerce storefront and integrate fulfillment, returns and customer data with Reliance's digital retail infrastructure.
- Test shop-in-shop distribution through Reliance department-store formats before committing to a broader standalone-store rollout.
- Introduce localized merchandising around bridalwear, festive dressing, lighter everyday basics and extended fit education.
- Evaluate local sourcing, assembly or regional inventory hubs if demand is sufficient to reduce lead times and price friction.