Skims enters India with Reliance Retail, launching in Delhi and Mumbai
Skims is entering India through an exclusive Reliance Retail partnership. Reliance Brands will open initial stores in Delhi and Mumbai and sell the brand online, with expansion to more cities and channels planned.
What happened
SKIMS · Skims has entered India through an exclusive Reliance Retail partnership. Reliance Brands will launch physical stores in Delhi and Mumbai and sell
Key facts
- 2019
Why this matters
Reliance Brands’ exclusive deal underscores the strategic value of local partners that combine retail real estate, e-commerce reach, and market expertise for international brand entry.
What to watch
- Opening dates, store formats and mall locations in Delhi and Mumbai.
- India price architecture versus U.S. pricing and premium domestic shapewear alternatives.
- Online availability across Reliance channels and delivery coverage beyond the two launch cities.
- Evidence of localized sizing, India-exclusive products, local campaigns or celebrity partnerships.
- Store productivity, stockouts, return rates and online customer reviews focused on fit and value.
- Announcements of expansion to Bengaluru, Hyderabad, Pune, Chennai or tier-2 cities.
- Competitive responses from Marks & Spencer, Zivame, Clovia, Intimissimi, H&M, Zara and Indian D2C intimates brands.
- Launch a Delhi-Mumbai influencer, celebrity and bridal-wear marketing push centered on fit, comfort and inclusive sizing.
- Use Reliance digital platforms and loyalty data to target premium womenswear, beauty and occasionwear shoppers with trial and repeat-purchase offers.
- Expand from standalone stores into selective Reliance department-store or premium mall formats if sales productivity meets targets.
- Introduce India-relevant colorways, extended fit guidance, lightweight fabric options and localized size education.
- Track opportunities for adjacent Skims categories such as menswear, loungewear, swimwear and bridal/occasionwear.