TCF POST Report
MUMBAI — American shapewear and lifestyle label SKIMS is set to enter India through an exclusive partnership with Reliance Brands Limited (RBL), bringing its distinctive blend of comfort, confidence and contemporary fashion to one of the world’s most dynamic consumer markets.
The partnership will see SKIMS open its first stores in Delhi and Mumbai, followed by a phased expansion into other Indian cities through a combination of physical retail and digital channels.
Founded in 2019 by American media personality and businesswoman Kim Kardashian and Swedish entrepreneur Jens Grede, Los Angeles-headquartered SKIMS has grown into one of the most closely watched names in modern intimate apparel, shapewear and loungewear. The company was valued at more than $5 billion in 2025, reflecting the strength of its global brand appeal.
For SKIMS, the Indian launch is more than another geographical milestone. It marks the brand’s first standalone store presence in Asia, following recent openings in London and Dubai, with Hong Kong and Seoul also on its expansion path.
“The partnership marks SKIMS’ entry into one of the world’s most dynamic consumer markets. A proud addition to Reliance Brands Limited’s portfolio as we continue to shape the future of premium and luxury retail in India,” RBL said in a statement.
Reliance Brands already operates more than 1,855 retail doors across India, giving SKIMS access to an established retail ecosystem and a rapidly evolving premium consumer base.
Reliance Retail Director Isha Ambani said SKIMS resonates with consumers seeking fashion that feels both aspirational and personal. She added that Reliance intends to build the brand in India with a long-term perspective.
The opportunity, however, comes with an intriguing retail challenge: how to translate SKIMS’ global appeal into the nuances of the Indian market.
“An exciting move! India has huge potential, but beyond the brand launch, it’ll be interesting to see how SKIMS localises its assortment, sizing strategy and inventory planning for the Indian market. Success will depend as much on merchandising execution as on brand equity,” an industry observer said.
That localisation could prove particularly important for SKIMS as it moves beyond the excitement of its debut. India’s diverse consumer profiles, body shapes, climate and shopping habits could require thoughtful decisions around sizing, product selection, colour palettes, inventory depth and seasonal merchandising.
Since its founding, SKIMS has sought to soften the boundaries between underwear, shapewear and everyday fashion, creating pieces designed to feel both functional and beautiful. Its Indian arrival now offers the brand an opportunity to bring that philosophy into a market where comfort, self-expression and premium fashion are increasingly finding a place together.
For Reliance, meanwhile, SKIMS adds another globally recognised contemporary label to its growing premium and luxury portfolio — and potentially another bridge between international fashion and India’s increasingly sophisticated consumer.