SKIMS enters India with Reliance Brands; first stores planned for Delhi and Mumbai
Reliance Brands will exclusively operate SKIMS stores and digital channels in India, starting with Delhi and Mumbai before expanding to more cities and channels. The partnership marks the shapewear brand’s India debut.
What happened
Reliance Brands will exclusively operate SKIMS stores and digital channels in India, launching first in Delhi and Mumbai before wider expansion. The partnership
Key facts
- SKIMS was co-founded in 2019
- Reliance Brands was established in 2007
- Reliance Brands operates more than 1,855 doors across India
- Hamleys operates in 12 countries with more than 175 stores worldwide
Why this matters
The exclusive Reliance Brands partnership shows how global apparel brands can enter India quickly by trading direct control for established local distribution, retail and digital capabilities.
What to watch
- Confirmed store locations, opening dates and format sizes in Delhi and Mumbai.
- India retail pricing versus US pricing and the share of entry-price products in the launch assortment.
- Whether the launch includes Reliance-owned digital platforms, standalone e-commerce, marketplace distribution or all three.
- Evidence of local inventory, faster delivery, returns policy and India-specific sizing or product adaptations.
- Store productivity signals, repeat purchase rates and announcements of a second-wave city rollout.
- Competitive responses from Zivame, Clovia, Marks & Spencer, Victoria's Secret, H&M and premium Indian intimatewear labels.
- Open initial high-traffic flagship or premium-mall stores in Delhi and Mumbai with broad shapewear, underwear and loungewear assortments.
- Launch India-specific digital storefronts and fulfilment through Reliance channels, likely supported by local social-commerce and creator marketing.
- Test localized size curves, fit guidance, climate-relevant fabric mixes and India-specific gifting or occasion-led merchandising.
- Expand next into Bengaluru, Hyderabad, Pune and other affluent metros if first-store productivity supports rollout.
- Competitors and Reliance peers increase premium bodywear assortments, celebrity partnerships and omnichannel lingerie positioning.