Kim Kardashian-founded fashion brand to be introduced in India through physical and digital channels under an exclusive partnership with Reliance Brands
SKIMS, the fashion brand co-founded by Kim Kardashian and Jens Grede, is entering India through an exclusive partnership with Reliance Brands or RBL. The company will begin its India operations with stores in Delhi and Mumbai, with RBL set to manage SKIMS’ business across physical and digital channels in the country.
The India unveiling will follow a phased rollout, with SKIMS initially establishing stores in Delhi and Mumbai before expanding to other cities and channels. The partnership adds India to the brand’s international retail expansion, which has included recent store openings in London and Dubai, while Hong Kong and Seoul are among its upcoming markets.
Founded in 2019, SKIMS operates across women’s underwear, shapewear and loungewear, with its product range subsequently expanding into men’s apparel and sportswear. The brand launched SKIMS Men’s in 2023 and has also developed NikeSKIMS. Its products focus on fit, comfort and technical design across its apparel categories.
“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,” said Isha Ambani, Director, Reliance Retail Ventures. “We are proud to introduce SKIMS to India and to build it here for the long term.”
“We built SKIMS on the belief that everybody deserves to feel comfortable and confident in what they wear,” said Kim Kardashian, Co-Founder & Chief Creative Officer, SKIMS. “The excitement we’ve seen from our community in India has been truly incredible, and we can’t wait to welcome them in our stores for the very first time.”
“Reliance Brands has an exceptional track record of building some of the world’s leading fashion and lifestyle brands in India. We’re excited to partner with their team as we introduce SKIMS to this important market and continue expanding our global retail footprint,” said Jens Grede, Co-Founder & CEO, SKIMS.
RBL, a subsidiary of Reliance Retail Ventures Limited, has operated in India’s fashion and lifestyle segment since 2007. Its portfolio spans international luxury and premium brands including Balenciaga, Burberry, Coach, Giorgio Armani, Jimmy Choo, Michael Kors, Tiffany & Co., Valentino, Versace and Zegna, as well as Indian designer labels and other retail businesses.
The company currently operates more than 1,855 standalone stores and shop-in-shops across India. Its operations also include Hamleys, which Reliance acquired and has subsequently expanded internationally. Hamleys currently operates in 12 countries with more than 175 stores globally, according to the company.
SKIMS has also expanded beyond its core categories through partnerships and new product lines. Its collaboration with the National Basketball Association (NBA) includes its designation as the official underwear partner of the NBA, Women’s National Basketball Association (WNBA) and USA Basketball under a multi-year partnership announced in 2023.
