Reliance Brands brings SKIMS to India with exclusive partnership

MUMBAI: The fashion fit is getting a new address. Reliance Brands is stitching another global name into India’s premium retail wardrobe, bringing Kim Kardashian’s fast-growing label SKIMS to the country.

Reliance Brands Limited (RBL) has entered into an exclusive partnership with SKIMS, the global shapewear and lifestyle brand co-founded by Kim Kardashian and Jens Grede, marking the label’s official entry into the Indian market.

Under the agreement, Reliance Brands will exclusively operate SKIMS across both physical retail stores and digital platforms, with the brand set to make its Indian debut through flagship stores in Delhi and Mumbai before expanding to other cities in a phased rollout.

The move adds another marquee international label to Reliance Brands’ growing premium fashion portfolio and comes as India continues to attract global lifestyle brands amid rising demand for premium and luxury apparel.

Founded in 2019, SKIMS has rapidly grown into one of the world’s most recognisable fashion brands, initially building its reputation in women’s shapewear, underwear and loungewear before expanding into menswear and, more recently, launching NikeSKIMS. The brand has differentiated itself through its emphasis on size inclusivity, comfort and technical product innovation.

India’s launch also forms part of SKIMS’ broader international expansion strategy. Following recent store openings in London and Dubai, the brand is preparing to expand further into Hong Kong and Seoul, with India becoming another key market in its global retail journey.

For Reliance Brands, the partnership reinforces its strategy of introducing leading international fashion and lifestyle brands to Indian consumers as organised retail and e-commerce continue to reshape the country’s premium shopping landscape.

Commenting on the partnership, Isha Ambani, Director of Reliance Retail Ventures Limited, said SKIMS has transformed the global shapewear and comfortwear category and resonates with a new generation of consumers looking for fashion that combines aspiration with functionality. She added that Reliance Brands aims to build the label’s presence in India over the long term.

SKIMS Co-Founder and Chief Creative Officer Kim Kardashian said the company has seen strong interest from Indian consumers and is excited to establish its first retail presence in the country.

Co-Founder and CEO Jens Grede added that Reliance Brands’ track record in building international fashion labels in India made it the ideal partner as SKIMS continues to expand its global footprint.

With Delhi and Mumbai set to host its first Indian stores, SKIMS is joining a growing wave of international premium brands betting on India’s expanding appetite for global fashion, while giving Reliance Brands yet another high-profile name in its retail line-up.