Reliance Brands partners SKIMS to bring premium shapewear brand to India

Reliance Brands Ltd. (RBL), the fashion and lifestyle arm of Reliance Retail Ventures Ltd. (RRVL), has signed an exclusive partnership with global shapewear and lifestyle brand SKIMS to launch the label in India, marking another addition to its growing portfolio of international fashion brands.

The company will introduce SKIMS through a phased rollout across physical and digital channels, beginning with flagship stores in Delhi and Mumbai. The move comes as global premium and luxury brands increasingly look to tap India's expanding affluent consumer base and rising appetite for international fashion labels.

Founded in 2019 by Kim Kardashian and entrepreneur Jens Grede, SKIMS has rapidly grown into one of the world's most recognisable premium apparel brands, spanning shapewear, underwear, loungewear and menswear. The company has also expanded its retail footprint globally, opening stores in London and Dubai, with Hong Kong and Seoul next on its expansion roadmap.

Why is India an important market for SKIMS?

The India launch underscores Reliance Brands' strategy of bringing globally sought-after brands to the country while capitalising on the premiumisation trend in India's fashion and lifestyle market.

"SKIMS has changed how the world thinks about shape, comfort and inclusivity, and it speaks directly to a new generation of Indian consumers," said Isha Ambani, director, Reliance Retail Ventures Ltd., adding that the company aims to build the brand for the long term in India.

For SKIMS, India represents one of the largest untapped opportunities as demand grows for products that blend comfort, functionality and contemporary design. The brand has built a global following through inclusive sizing, body-positive positioning and product innovation.

"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," said Kim Kardashian, co-founder and chief creative officer of SKIMS.

Jens Grede, co-founder and CEO of SKIMS, said Reliance Brands' expertise in scaling international brands in India made it the ideal partner. "We're excited to partner with their team as we introduce SKIMS to this important market and continue expanding our global retail footprint," he said.

Reliance Brands currently operates more than 1,855 retail doors across India and manages a portfolio of leading global labels, including Armani Exchange, Balenciaga, Burberry, Coach, Jimmy Choo, Tiffany & Co., Versace and Valentino. The addition of SKIMS further reinforces its ambitions in India's fast-growing premium fashion and lifestyle market, where global brands are increasingly betting on sustained consumer demand.