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SKIMS enters India with first stores planned for Delhi and Mumbai
Our read
SKIMS' Reliance partnership will turn India into a meaningful omnichannel growth market, but scalable expansion will depend on localized fit, assortment and pricing rather than celebrity demand alone.
For operators
Reliance Brands’ exclusive control of SKIMS in India makes the Delhi and Mumbai launches a high-profile test of localized premium shapewear merchandising, omnichannel execution, and scalable city-by-city expansion.
Watch
Confirmed store locations, opening dates and format size in Delhi and Mumbai.
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The report,
Reliance Brands will exclusively operate Kim Kardashian-owned SKIMS across physical and digital channels in India. The shapewear and apparel brand will begin with stores in Delhi and Mumbai, followed by a phased multi-city and multi-channel rollout.
Store and format facts
From the report. Source details below
| SKIMS was co-founded in | 2019 |
|---|---|
| SKIMS Mens launched in | 2023 |
| Reliance Brands operates | over 1,855 doors across India |
| Reliance Brands was established in | 2007 |
What it means for the format
The Reliance Brands partnership shows SKIMS is using exclusive, full-channel local operators to accelerate international market access while retaining a platform for broader Indian expansion.
Next on the rollout
- India website launch, marketplace availability and delivery/return policy details.
- India price architecture versus imported premium lingerie and domestic competitors.
- Whether the opening assortment includes extended sizes, hosiery, menswear, swimwear or India-specific styles.
- Evidence of shop-in-shop placement in Reliance retail banners or expansion announcements beyond the first two cities.
- Any local manufacturing, sourcing or regulatory disclosures that could improve margins and availability.
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Open initial Delhi and Mumbai stores in high-traffic luxury or premium malls, likely supported by launch events and influencer campaigns.
- Launch an India-specific e-commerce storefront and integrate fulfillment, returns and customer data with Reliance's digital retail infrastructure.
- Test shop-in-shop distribution through Reliance department-store formats before committing to a broader standalone-store rollout.
- Introduce localized merchandising around bridalwear, festive dressing, lighter everyday basics and extended fit education.
- Evaluate local sourcing, assembly or regional inventory hubs if demand is sufficient to reduce lead times and price friction.
The counter-case
The case against this reading — not reported by the source.
The announcement may overstate near-term impact: Delhi and Mumbai openings are only an entry plan, not proof of scalable demand. SKIMS faces premium-price sensitivity, intense competition from established lingerie, shapewear and athleisure brands, sizing and fit localization challenges, and potentially high Reliance-led mall/store operating costs. A phased rollout could remain limited if brand awareness does not convert beyond aspirational urban consumers.
The source
Published
Also reported by IMAGES Business of Fashion, Business Standard, ET Small Business, Mint, Inc42
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