SKIMS enters India via Reliance Brands

Reliance Industries — Reliance Brands Limited (RBL), the luxury retail arm of Reliance Retail, has entered into an exclusive partnership with Skims, the shapewear and lifestyle brand co-founded by Kim Kardashian and Skims, to launch the brand in India. Under the agreement, RBL will operate Skims across physical and digital channels, with the first stores opening in Delhi and Mumbai before a phased rollout to other cities. The partnership marks Skims' entry into India, one of the world's fastest-growing premium retail markets, and follows recent store openings in United Kingdom — London and United Arab Emirates — Dubai, with China — Hong Kong and South Korea — Seoul planned. Skims, founded in 2019, has expanded from shapewear into underwear, loungewear, menswear, and Nike, Inc.Skims, and was valued at $5 billion after raising $225 million. For Reliance Brands, the deal strengthens its portfolio of international labels, which already includes LVMH — Fenty Beauty, Fenty Skin, Stella McCartney, and Valentino. Mukesh Ambani, Director of Reliance Industries — Reliance Retail, said Skims resonates with a new generation of Indian consumers seeking aspirational yet functional fashion. Kim Kardashian noted the significant interest from Indian consumers, while Skims cited RBL's track record in building international brands in India. The launch comes amid growing demand for premium international fashion brands in India, with competitors like Nykaa also partnering with global celebrity brands such as Rare Beauty and VT Cosmetics.