SKIMS enters India with Reliance Brands, opening first stores in Delhi and Mumbai
Kim Kardashian co-founded shapewear brand SKIMS has signed an exclusive India partnership with Reliance Brands. The rollout will begin with physical stores in Delhi and Mumbai, followed by expansion across additional cities and digital channels.
What happened
Reliance Brands Limited has secured an exclusive partnership to launch Kim Kardashian co-founded SKIMS in India. It will operate physical stores and digital
Key facts
- 2019
Why this matters
The deal underscores the strategic value of securing exclusive, operator-led India rights for globally resonant brands before they build independent market access, especially in underserved premium apparel categories.
What to watch
- India retail pricing versus SKIMS' US and Gulf-market price points, including whether core shapewear lands at an accessible premium tier.
- Store format, mall locations and whether launch inventory emphasizes shapewear, bras, underwear, loungewear or apparel.
- Digital launch timing and the choice of Reliance-owned versus third-party online channels.
- Evidence of localized sizing, Indian creator partnerships, bridal positioning or climate-adapted product capsules.
- Expansion pace beyond Delhi and Mumbai during the first 12 to 18 months.
- Competitive responses from Marks & Spencer, Victoria's Secret, Zivame, Clovia, Nykd by Nykaa and premium Indian intimatewear brands.
- Any move toward local manufacturing, bonded inventory or exclusive India assortments that could improve margins and reduce stockouts.
- Open high-visibility flagship stores in Delhi and Mumbai, likely in premium malls with experiential fitting and styling-led merchandising.
- Launch India e-commerce through Reliance's digital ecosystem and selected luxury-fashion marketplaces after initial physical-store demand signals are established.
- Build localized campaigns around body confidence, wedding wardrobes, occasion dressing and everyday basics using Indian celebrities and creators.
- Test shop-in-shop distribution through Reliance Brands' premium retail network before expanding standalone locations to Bengaluru, Hyderabad, Chennai and Pune.
- Evaluate India-specific replenishment, sizing and sourcing options if sell-through supports lowering entry prices and improving availability.
Also reported by
- Mint · Companies — Same time