Reliance Brands Brings Kim Kardashian’s SKIMS to India
Reliance Brands has partnered with Kim Kardashian’s SKIMS to launch the shapewear and lifestyle brand in India, starting with stores in Delhi and Mumbai before expanding nationwide.
Intelligence analysis by Llama
Reliance Brands has partnered with Kim Kardashian’s SKIMS to launch the shapewear and lifestyle brand in India, starting with stores in Delhi and Mumbai before expanding nationwide. The deal marks SKIMS’ entry into India’s premium fashion market and is set to intensify competition in the growing shapewear category.
Reliance Brands has partnered with Kim Kardashian’s SKIMS to launch the shapewear and lifestyle brand in India. This means that SKIMS will be sold in stores and online in India, and will be available in several cities across the country. SKIMS is a popular brand that makes comfortable and fashionable clothing, and it is expected to be a big hit in India.
Analysis
Reliance Brands Ltd (RBL), the luxury retail arm of Reliance Retail, has partnered with celebrity Kim Kardashian’s shapewear and lifestyle brand SKIMS to launch the label in India. The move comes as global fashion and beauty companies accelerate their push into the country’s fast-growing premium consumer market. Under the exclusive partnership, RBL will sell SKIMS’ products via its offline retail and digital channels. SKIMS will be introduced in India through a phased rollout led by RBL, beginning with its first stores in Delhi and Mumbai and expanding across cities and channels over time. The entry marks SKIMS’ expansion into one of the world’s fastest-growing fashion and beauty markets, where rising disposable incomes, social media influence, and growing demand for international brands have driven premium consumption among millennials and Gen Z consumers. Founded in 2019 by Kim Kardashian and Jens Grede, SKIMS has built a strong presence in the women’s underwear, shapewear, and loungewear categories by focusing on fit, comfort, inclusivity, and technical innovation. The startup has also expanded into menswear with SKIMS Mens and entered the sportswear segment through its partnership with Nike. “SKIMS has changed how the world thinks about shape, comfort and inclusivity, and it speaks directly to a new generation of Indian consumers who want fashion that is both aspirational and made for them,” Reliance Retail’s director Isha Ambani said. SKIMS has been aggressively expanding its global retail footprint, with recent store launches in London and Dubai and has raised significant investor capital as well. The brand last raised $225 Mn in a funding round led by Goldman Sachs in November 2025 at a valuation of around $5 Bn. With Reliance’s retail scale and SKIMS’ strong global brand recall, the partnership could further accelerate the premiumisation of India’s innerwear and shapewear market. SKIMS’ India launch comes amid a broader race among retailers to bring celebrity-backed and premium global beauty brands to Indian consumers. The partnership adds to Reliance Retail’s expanding portfolio of global fashion and beauty brands. For instance, it announced the acquisition of Bengaluru-based fashion discovery platform Furrl in an all-cash deal just yesterday. Besides, the company also owns and distributes several international labels in India, including Valentino, Balenciaga, Burberry, Tiffany & Co., Armani, and Rihanna’s Fenty Beauty and Fenty Skin. The launch will also intensify competition in India’s growing shapewear market, where homegrown D2C brands are aggressively scaling to build presence in the nascent market. Separately, RRVL yesterday announced the acquisition of Bengaluru-based fashion discovery platform Furrl in an all-cash deal for an undisclosed amount. As per a report by Grand View Horizon, the Indian shapewear market generated a revenue of $101.5 Mn in 2025 and is expected to reach $202.6 Mn by 2033. The entry of global brands is expected to increase competition in the category, with international players relying on strong brand value and premium offerings, while domestic companies compete through affordable pricing and a better understanding of Indian consumers. SKIMS will compete with Indian startups like Underneat, which have been targeting customers seeking comfortable everyday shapewear and innerwear solutions.
Key points
- Reliance Brands has partnered with Kim Kardashian’s SKIMS to launch the shapewear and lifestyle brand in India.
- The partnership marks SKIMS’ entry into India’s premium fashion market and is set to intensify competition in the growing shapewear category.
- SKIMS will be introduced in India through a phased rollout led by RBL, beginning with its first stores in Delhi and Mumbai and expanding across cities and channels over time.
- The partnership adds to Reliance Retail’s expanding portfolio of global fashion and beauty brands.
- SKIMS will compete with Indian startups like Underneat, which have been targeting customers seeking comfortable everyday shapewear and innerwear solutions.
The partnership between Reliance Brands and SKIMS is expected to accelerate the premiumisation of India’s innerwear and shapewear market, and could lead to increased competition in the category. This could ultimately benefit Indian consumers, who will have access to a wider range of high-quality and fashionable clothing options.
The entry of global brands like SKIMS into India’s shapewear market could lead to increased competition for homegrown D2C brands, which may struggle to compete with the strong brand value and premium offerings of international players.
