Reliance Brands has partnered with SKIMS to introduce the Kim Kardashian co-founded shapewear and apparel label to India, marking another significant addition to its portfolio of international fashion brands. Under the partnership, Reliance Brands will manage SKIMS across both physical retail and digital commerce, with the rollout beginning through flagship stores in Delhi and Mumbai before expanding into other Indian cities.
Founded in 2019 by Kim Kardashian and Jens Grede, SKIMS has built its identity around shapewear, underwear, loungewear and menswear, with an emphasis on comfort, inclusivity and body-positive design. The India launch follows the brand's international expansion into markets including London and Dubai.
Expanding the Premium Fashion Playbook
The partnership underscores Reliance Brands' strategy of bringing globally recognised premium labels to India's increasingly affluent and fashion-conscious consumers. For SKIMS, India represents an opportunity to tap into a large, digitally engaged customer base that is embracing premium lifestyle and direct-to-consumer fashion brands.
Isha Ambani, Director, Reliance Retail Ventures, said the brand resonates with a new generation of Indian consumers seeking aspirational yet inclusive fashion. Kim Kardashian, Co-founder and Chief Creative Officer of SKIMS, added that strong demand from the Indian community reinforced the company's decision to establish a retail presence in the country.
Premium Global Brand Enters India
As India's premium fashion market continues to evolve, global brands are moving beyond online availability to invest in omnichannel retail experiences. Reliance's partnership with SKIMS signals confidence that premium innerwear and lifestyle categories are poised for sustained long-term growth.
The Last Word
India's next luxury opportunity may not be couture alone—it lies in premium everyday essentials, where global brands see scale, loyalty and long-term consumer value.