- Kim Kardashian co-founded global shapewear and lifestyle brand to debut with flagship stores in Delhi and Mumbai
- Reliance Brands to spearhead omnichannel expansion, bringing premium comfort, innovation and inclusive fashion to Indian consumers
- Partnership underscores India’s emergence as one of the world’s most attractive luxury and premium retail destinations
NE FEATURES BUREAU
MUMBAI / LOS ANGELES, AUG. 6
India’s premium fashion landscape is set for a stylish makeover as globally acclaimed lifestyle brand SKIMS, celebrated for revolutionising shapewear, underwear and loungewear with unmatched comfort and inclusive design, joins hands with Reliance Brands Limited (RBL) for its much-awaited India debut. The partnership will introduce Indian consumers to one of the world’s fastest-growing fashion labels through an omnichannel rollout beginning with flagship stores in Delhi and Mumbai, further cementing India’s position as a priority market for leading global luxury brands.
Reliance Brands Limited (RBL) and SKIMS on Thursday announced an exclusive long-term partnership to introduce the internationally renowned brand to India across both physical and digital retail platforms. The launch forms part of SKIMS’ ambitious global expansion following successful store openings in London and Dubai, with Hong Kong and Seoul next on its international roadmap.
Co-founded in 2019 by Kim Kardashian and Jens Grede, SKIMS has transformed the global women’s underwear, shapewear and loungewear segments by creating products that celebrate every body type through superior fit, exceptional comfort and thoughtful innovation. The rapidly expanding brand has also diversified into Mens and NikeSKIMS, setting new benchmarks in everyday essentials with contemporary aesthetics and technical excellence.
The collaboration marks SKIMS’ strategic entry into one of the world’s most dynamic consumer markets, where rising aspirations, increasing purchasing power and growing demand for premium international labels continue to reshape fashion consumption. The brand believes Indian consumers are increasingly embracing apparel that seamlessly combines functionality, confidence and modern style.
Isha Ambani, Director, Reliance Retail Ventures Limited, said: “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.”
Expressing enthusiasm over the Indian launch, Kim Kardashian, Co-Founder and Chief Creative Officer, SKIMS, said:
“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.”
Highlighting the partnership, Jens Grede, Co-Founder and CEO, SKIMS, said: “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.”
SKIMS will be introduced through a phased expansion programme led by Reliance Brands, beginning with its first flagship stores in Delhi and Mumbai before gradually expanding into additional cities and digital channels, bringing its globally celebrated promise of comfort, confidence and inclusive design to consumers across India.
