Reliance Brands Brings Kim Kardashian’s SKIMS to India

Reliance Brands Ltd, the luxury retail division of Reliance Retail, has partnered with celebrity Kim Kardashian's shapewear and lifestyle brand SKIMS to launch the label in India. This strategic move comes as global fashion and beauty companies intensify their efforts to penetrate India's rapidly expanding premium consumer market.

Under this exclusive collaboration, RBL will distribute SKIMS' products through its offline retail outlets and digital platforms. SKIMS will make its debut in India through a gradual launch, beginning with its first stores in Delhi and Mumbai, followed by expansion across other cities and channels in the future. This move marks SKIMS' entry into one of the world's fastest-growing fashion and beauty markets, where increasing disposable incomes, social media influence, and growing demand for international brands among millennials and Gen Z consumers have fueled premium consumption.

Founded in 2019 by Kim Kardashian and Jens Grede, SKIMS has established a robust presence in women's underwear, shapewear, and loungewear categories, emphasizing fit, comfort, inclusivity, and technical innovation. The brand has also ventured into menswear with SKIMS Mens and has partnered with Nike for its sportswear segment. Reliance Retail's director Isha Ambani noted that SKIMS has transformed societal perceptions of shape, comfort, and inclusivity, resonating with a new generation of Indian consumers who seek aspirational fashion tailored to their needs.

SKIMS has been intensively expanding its global retail presence, with recent store openings in London and Dubai, and has recently secured substantial funding, raising $225 Mn in a financing round led by Goldman Sachs in November 2025, valuing the company at approximately $5 Bn. The partnership between Reliance and SKIMS is anticipated to accelerate the premiumization of India's innerwear and shapewear market, leveraging Reliance's extensive retail footprint and SKIMS' strong global brand recognition.

This move also strengthens Reliance Retail's expanding range of global fashion and beauty brands, following its recent acquisition of Bengaluru-based fashion discovery platform Furrl. As competition intensifies in India's burgeoning shapewear market, where homegrown direct-to-consumer (D2C) brands are rapidly scaling to secure a foothold, SKIMS will face competition from Indian startups like Underneat, which cater to customers seeking comfortable everyday shapewear and innerwear solutions.