Reliance Brands Ltd (RBL) has partnered with Kim Kardashian-founded shapewear and lifestyle label SKIMS to bring the global brand to India, with the first stores set to open in Delhi and Mumbai as the company expands into one of the world's fastest-growing premium consumer markets.
The exclusive partnership will see RBL operate SKIMS across physical stores and digital channels in India, marking the brand's debut in the country. The rollout will begin with stores in Delhi and Mumbai before expanding to other cities and channels over time.
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The India launch forms part of SKIMS' broader international expansion following recent store openings in London and Dubai, with launches in Hong Kong and Seoul also in the pipeline.
Co-founded in 2019 by Kim Kardashian and Jens Grede, SKIMS has built its business around women's underwear, shapewear and loungewear, while expanding into newer categories including menswear and NikeSKIMS. The company says its products are designed around fit, comfort and inclusivity, combining technical innovation with elevated design.
The partnership comes as international premium brands increasingly target India, drawn by rising disposable incomes, growing demand for global fashion labels and a new generation of consumers seeking comfort, functionality and contemporary design.
"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," said Isha Ambani, Director, Reliance Retail Ventures Limited. "We are proud to introduce SKIMS to India and to build it here for the long term."
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Kim Kardashian, Co-Founder & Chief Creative Officer, SKIMS, said the brand has received a strong response from Indian consumers even before its official launch.
"We built SKIMS on the belief that everybody deserves to feel comfortable and confident in what they wear," Kardashian said. "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 & CEO of SKIMS, said Reliance Brands' experience in building international fashion labels in India made it the right partner for the company's expansion.
"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," Grede said.
Established in 2007, Reliance Brands Ltd, a subsidiary of Reliance Retail Ventures Ltd, operates more than 1,855 doors across India, including standalone stores and shop-in-shops, and manages a portfolio of global luxury and premium brands spanning fashion, accessories, home and lifestyle. The company has also invested in Indian designer labels and owns Hamleys, the British toy retailer, which now operates in 12 countries with more than 175 stores worldwide.
