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SKIMS enters India with Reliance Brands, opening first stores in Delhi and Mumbai
Our read
SKIMS' Reliance launch will make premium shapewear a more visible Indian fashion category, but national scale will depend on localized pricing and fit rather than celebrity demand alone.
For operators
SKIMS’ Reliance Brands partnership shows that premium global apparel entrants can accelerate India launch credibility by pairing flagship stores in Delhi and Mumbai with a locally scaled omnichannel operator.
Watch
India retail pricing versus SKIMS' US and Gulf-market price points, including whether core shapewear lands at an accessible premium tier.
The report,
Reliance Brands Limited has secured an exclusive partnership to launch Kim Kardashian co-founded SKIMS in India. It will operate physical stores and digital channels, starting in Delhi and Mumbai, followed by a phased expansion into additional cities and channels.
Reported figures
From the report. Source details below
- 2019
Why it matters for the brand
The deal underscores the strategic value of securing exclusive, operator-led India rights for globally resonant brands before they build independent market access, especially in underserved premium apparel categories.
What to track next
- Store format, mall locations and whether launch inventory emphasizes shapewear, bras, underwear, loungewear or apparel.
- Digital launch timing and the choice of Reliance-owned versus third-party online channels.
- Evidence of localized sizing, Indian creator partnerships, bridal positioning or climate-adapted product capsules.
- Expansion pace beyond Delhi and Mumbai during the first 12 to 18 months.
- Competitive responses from Marks & Spencer, Victoria's Secret, Zivame, Clovia, Nykd by Nykaa and premium Indian intimatewear brands.
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- Any move toward local manufacturing, bonded inventory or exclusive India assortments that could improve margins and reduce stockouts.
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Open high-visibility flagship stores in Delhi and Mumbai, likely in premium malls with experiential fitting and styling-led merchandising.
- Launch India e-commerce through Reliance's digital ecosystem and selected luxury-fashion marketplaces after initial physical-store demand signals are established.
- Build localized campaigns around body confidence, wedding wardrobes, occasion dressing and everyday basics using Indian celebrities and creators.
- Test shop-in-shop distribution through Reliance Brands' premium retail network before expanding standalone locations to Bengaluru, Hyderabad, Chennai and Pune.
- Evaluate India-specific replenishment, sizing and sourcing options if sell-through supports lowering entry prices and improving availability.
The counter-case
The case against this reading — not reported by the source.
SKIMS’ global brand heat may not translate cleanly to India, where shapewear remains more occasion-led and price-sensitive than in its core Western markets. Premium imported pricing, fit and sizing localization, climate suitability, and conservative category perceptions could limit repeat purchase. Reliance Brands’ extensive portfolio also creates execution risk: a high-profile launch can generate opening buzz without proving sustained demand, especially if SKIMS is positioned between mass-market innerwear and entrenched premium lingerie players.
The source
Published
Also reported by IMAGES Business of Fashion, Business Standard, ET Small Business, Business Today, Apparel Resources India, Inc42, Inside Retail Asia
First seen