Reliance Brands Ltd has signed an exclusive deal to introduce Kim Kardashian’s shapewear and lifestyle label, SKIMS, to India. The launch will begin with flagship stores in Mumbai and Delhi, targeting the country’s growing demand for premium international apparel. This expansion highlights Reliance's ongoing strategy to add global fashion brands to its retail portfolio.
Reliance Brands Ltd, a subsidiary of Reliance Retail Ventures, has announced an exclusive partnership to bring the global shapewear and lifestyle label SKIMS to India. This move is part of the brand's wider international expansion and targets the rising interest in premium global fashion among Indian consumers. The rollout will begin with physical flagship stores in Mumbai and Delhi, supported by a digital retail presence to reach a wider audience.
Founded in 2019 by Kim Kardashian and Jens Grede, SKIMS has gained popularity for its focus on inclusivity and technical fabric innovation in undergarments and loungewear. For Reliance Brands, this partnership is a continuation of its strategy to act as the primary partner for international labels entering the Indian market. The company has a long track record of managing operations for global luxury and premium names, leveraging its deep network of physical stores and online platforms.
While this partnership strengthens the brand's global footprint, the Indian premium retail landscape remains highly competitive. The company will need to navigate the demand for premium pricing, which can be sensitive to fluctuations in discretionary spending. The broader macroeconomic environment, including inflationary pressure, often impacts how much consumers are willing to spend on non-essential lifestyle products. Reliance’s performance in this niche will depend on how effectively it can build brand awareness and manage the costs associated with a phased physical store expansion.
Investors often look at these partnerships as a way for Reliance to diversify its retail portfolio. Reliance Industries, the parent company, recently reported a 6.12% year-on-year growth in consolidated net profit for the first quarter of the 2027 fiscal year, indicating a stable financial foundation for its various business units.
Looking ahead, the key monitorables for stakeholders will be the pace of the store rollout and the consumer response to the brand’s product pricing. Success in the Indian market will require balancing the aspirational nature of the brand with the pricing expectations of the local consumer base. The market will track how quickly the brand scales its digital and physical operations in the coming quarters.