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Reliance Brands to launch SKIMS in India, starting with Delhi and Mumbai
Our read
SKIMS' Reliance rollout will make premium shapewear a more visible Indian retail category, but its first durable advantage will depend on localized fit, pricing and repeat-purchase execution rather than celebrity demand alone.
For operators
Reliance Brands can use its Delhi-Mumbai launch and omnichannel reach to turn SKIMS’ global brand heat into a premium innerwear category play, with localization and inventory discipline critical to scale.
Watch
India launch timing, store format and initial SKU mix.
The report,
Reliance Brands will exclusively launch Kim Kardashian’s SKIMS innerwear and shapewear brand in India, opening initial stores in Delhi and Mumbai and operating digital channels. The partnership will expand in phases to additional cities and channels.
Why it matters for the brand
SKIMS’ Reliance tie-up raises the urgency for rival retail groups to secure differentiated global beauty, intimates and athleisure partnerships before premium category whitespace narrows.
What to track next
- Whether pricing is localized or tracks import-led global premium levels.
- Availability of extended sizing and India-relevant nude shades.
- Reliance's choice of digital channels, including standalone storefront versus Ajio and other group platforms.
- Early indicators of repeat purchase, returns driven by fit, and demand for bras versus shapewear.
- Competitive launches or promotions from Triumph, Victoria's Secret, Marks & Spencer, Zivame, Clovia and premium D2C innerwear brands.
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- Any local sourcing, warehousing or manufacturing move that could improve margins and broaden distribution.
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Open shop-in-shops or dedicated SKIMS spaces in Reliance Brands' premium retail portfolio in Delhi and Mumbai.
- Launch India-specific digital merchandising focused on fit education, size guides, bundles and discreet delivery.
- Use celebrity, creator and bridal/styling partnerships to explain shapewear use cases rather than market the brand as basic innerwear.
- Test localized price architecture, including entry products such as briefs, bras and bodysuits alongside high-ticket shapewear.
- Expand selectively into Bengaluru, Hyderabad, Pune and premium department-store or mall locations after measuring conversion and repeat rates.
The counter-case
The case against this reading — not reported by the source.
An exclusive Reliance Brands partnership solves distribution, not demand. SKIMS’ premium, celebrity-led positioning may face price sensitivity, fit and sizing localization challenges, and intense competition from established Indian innerwear brands, global labels, and lower-priced digital-native shapewear sellers. Delhi and Mumbai can generate launch visibility without proving scalable national demand; costly stores, inventory depth, returns, and sustained marketing could pressure economics before broader expansion.
The source
Published
Confirmed by IMAGES Business of Fashion, ET Retail, Business Today, Mint, Apparel Resources India, Inc42
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