Kim Kardashian's shapewear and lifestyle label SKIMS is entering the Indian market through an exclusive partnership with Reliance Brands Limited. The joint venture will see RBL operate SKIMS across physical and digital channels, with the first flagship stores scheduled to open in Delhi and Mumbai before expanding nationwide.
MUMBAI — Reliance Brands Limited (RBL), a subsidiary of Reliance Retail Ventures Limited, announced an exclusive partnership with American shapewear and lifestyle label SKIMS on August 5, 2026, to bring the brand to India. Under the agreement, RBL will operate SKIMS across brick-and-mortar retail locations and online channels in the country. The expansion will begin with physical store openings in Delhi and Mumbai before rolling out to additional urban centers over time. The entry comes as international luxury and premium consumer brands increasingly target India to capture growing consumer demand driven by rising disposable incomes and expanding digital commerce infrastructure.
Partnership Structure and Market Entry Strategy
Under the terms of the exclusive agreement, Reliance Brands Limited will hold full operational rights for SKIMS across physical retail outlets and digital platforms within the Indian market. The joint announcement outlines a phased retail strategy starting with flagship standalone stores in major metro cities.
Initial Retail Rollout: Physical store launches will debut in Delhi and Mumbai, followed by a gradual expansion into other major Indian metropolitan areas.
Omnichannel Distribution: RBL will launch dedicated e-commerce channels alongside physical retail operations to ensure nationwide product access.
Global Footprint Context: India represents the next phase of SKIMS’ international retail expansion, following recent flagship openings in London and Dubai, with upcoming store launches planned for Hong Kong and Seoul.
Product Catalog: The Indian operations will carry SKIMS' core product lines, including women’s underwear, shapewear, loungewear, menswear, and collaborative collections.
Background and Market Context
Co-founded in 2019 by Kim Kardashian and Jens Grede, SKIMS established its business around inclusive, solutions-oriented bodywear and loungewear. The brand has expanded its global portfolio to include menswear, activewear, and strategic product collaborations.
The arrival of SKIMS in India reflects a broader trend of international fashion, beauty, and lifestyle brands partnering with domestic retail conglomerates to access Indian consumers. Established in 2007, Reliance Brands Limited operates over 1,850 retail doors across India, managing a portfolio of international luxury and premium labels across fashion, accessories, and home categories. The SKIMS entry follows recent additions to Reliance Retail's brand portfolio, including international beauty and lifestyle entities.
Impact on Consumers, Retail Sector, and Investors
The agreement between Reliance Brands and SKIMS impacts several key stakeholders in the domestic consumer sector:
Consumers and Shoppers: Indian consumers gain direct, local access to SKIMS products in domestic currency through authorized physical stores and localized online distribution, eliminating import duties and cross-border shipping delays.
Domestic Retail Landscape: The entry intensifies competition in India’s shapewear, innerwear, and loungewear categories, encouraging domestic direct-to-consumer labels and existing international players to innovate.
Investors and Commercial Real Estate: High-end retail malls and commercial centers in Delhi and Mumbai stand to secure premium footprint tenancies, while investors monitor Reliance Retail's growing portfolio performance in the premium consumer segment.
Official Sources Section
Official press announcements, joint corporate statements, and executive filings outline the strategic alliance. Operational updates regarding retail openings, store locations, and digital platform launches are maintained jointly by Reliance Brands Limited and SKIMS. Corporate disclosures regarding retail ventures fall under Reliance Retail Ventures Limited.
Quote Section
According to official executive statements released by the partnering companies:
Isha Ambani, Director of Reliance Retail Ventures Limited, stated: "SKIMS has changed how the world thinks about shape, comfort and inclusivity, and it speaks directly to a new generation of Indian consumers who want fashion that is both aspirational and made for them. We are proud to introduce SKIMS to India and to build it here for the long term."
Kim Kardashian, Co-Founder and Chief Creative Officer of SKIMS, stated: "We built SKIMS on the belief that everybody deserves to feel comfortable and confident in what they wear. The excitement we've seen from our community in India has been truly incredible, and we can't wait to welcome them in our stores for the very first time."
Jens Grede, Co-Founder and Chief Executive Officer of SKIMS, added: "Reliance Brands has an exceptional track record of building some of the world's leading fashion and lifestyle brands in India. We're excited to partner with their team as we introduce SKIMS to this important market and continue expanding our global retail footprint."
Why It Matters
The entry of SKIMS into India through an exclusive Reliance partnership underscores the growing global significance of India's consumer retail market. As global brands seek new growth engines, India's rising middle class and high demand for international lifestyle labels make domestic retail partnerships a critical avenue for international business expansion.
Key Facts at a Glance
Exclusive Partnership: Reliance Brands Limited will operate SKIMS across physical and digital retail channels in India.
First Store Locations: The initial phased rollout begins with flagship physical stores in Delhi and Mumbai.
Global Footprint: Follows international SKIMS store openings in London and Dubai, ahead of planned launches in Hong Kong and Seoul.
Product Assortment: Stores will feature shapewear, loungewear, underwear, menswear, and brand collaborations.
FAQ Section
When did SKIMS announce its launch in India?
Reliance Brands Limited and SKIMS announced their exclusive partnership to enter the Indian retail market on August 5, 2026.
Where will the first SKIMS stores open in India?
The first physical SKIMS stores will open in Delhi and Mumbai as part of a phased nationwide retail rollout.
Who will operate SKIMS in India?
Reliance Brands Limited (RBL), a subsidiary of Reliance Retail Ventures Limited, holds exclusive rights to operate SKIMS across physical stores and digital channels in India.
What products will be available at SKIMS India stores?
The stores and online platforms will offer women's innerwear, shapewear, loungewear, menswear, and collaborative apparel collections.
