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Reliance Brands to launch Kim Kardashian’s SKIMS in India
Our read
SKIMS' India entry will make premium shapewear a faster-growing urban apparel subcategory, while giving Reliance Brands another traffic-driving global label and pressuring local intimates players to premiumize.
For operators
Reliance Brands gains an exclusive premium shapewear proposition that can drive traffic and cross-selling across its Delhi, Mumbai and digital retail ecosystem before a broader India rollout.
Watch
Launch timing, store footprint and whether SKIMS enters through standalone stores, multi-brand formats or both.
Ask next
The report,
Reliance Brands will exclusively launch Kim Kardashian’s SKIMS in India through stores and digital channels, starting in Delhi and Mumbai. The partnership expands Reliance Retail’s global-brand portfolio and raises competition in India’s premium shapewear and innerwear market.
Reported figures
From the report. Source details below
| SKIMS was founded in | 2019 |
|---|---|
| $225 Mn funding round in November | 2025 |
| Indian shapewear market revenue of $101.5 Mn in | 2025 |
| Indian shapewear market projected to reach $202.6 Mn by | 2033 |
Other figures
- $5 B valuation
Why it matters for the brand
SKIMS’ India entry via Reliance validates the strategic value of partnering with scaled local omnichannel operators to accelerate market access while limiting direct-market-entry complexity.
What to track next
- India pricing versus U.S. pricing, import-duty pass-through and availability of entry-price products.
- Early online sell-through, repeat purchase rates, return rates and demand by size range.
- Evidence of local sourcing, manufacturing, exclusive India collections or size localization.
- Expansion beyond Delhi and Mumbai within 12-18 months.
- Competitive responses from Marks & Spencer, Victoria's Secret, Zivame, Clovia, Nykd by Nykaa and premium D2C intimates brands.
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Launch flagship SKIMS retail formats or premium shop-in-shops in Delhi and Mumbai, supported by Reliance's digital storefronts.
- Use creator, celebrity and wedding-season marketing to educate consumers on solutionwear, bodysuits, underwear and loungewear use cases.
- Test India-specific size curves, colorways, pricing architecture and localized merchandising based on early customer data.
- Expand selectively into Bengaluru, Hyderabad, Pune and affluent tier-2 markets if early sell-through supports broader rollout.
- Competitors in premium lingerie, athleisure and D2C innerwear likely increase product innovation, discounting and influencer spending.
The counter-case
The case against this reading — not reported by the source.
The partnership may generate headlines more than meaningful retail scale. SKIMS’ premium pricing, fit-led product proposition and celebrity-driven brand equity may not translate cleanly to India’s price-sensitive, highly fragmented innerwear and shapewear market. Reliance could face high marketing, inventory and store-execution costs while competing with entrenched domestic brands, global lingerie players and fast-growing online-first labels. A Delhi-and-Mumbai launch also risks remaining a niche affluent-consumer proposition rather than becoming a broad national growth driver.
The source
Published
Confirmed by IMAGES Business of Fashion, Business Standard, ET Small Business, Business Today, Mint, Apparel Resources India
First seen