As part of the agreement revealed on Wednesday, Reliance Brands will manage the launch and operation of SKIMS across both physical and online platforms in India. The brand will first establish its presence with stores in Delhi and Mumbai, before gradually expanding to additional cities.
Launched in 2019 by Kim Kardashian and Jens Grede, SKIMS has rapidly emerged as one of the leading apparel brands globally, celebrated for its shapewear, underwear, and loungewear that prioritize comfort, inclusivity, and a diverse range of sizes. The company has also ventured into menswear and recently partnered with Nike to unveil the NikeSKIMS collection.
The Indian launch coincides with SKIMS’ push for international growth, following recent store openings in London and Dubai, with Hong Kong and Seoul next on the agenda.
Isha Ambani, Director at Reliance Retail Ventures Ltd., remarked that the brand has transformed consumer perceptions of comfort and inclusivity, making it well-suited for Indian shoppers.
“SKIMS has revolutionized the concepts of shape, comfort, and inclusivity, resonating with a new generation of Indian consumers who seek fashion that is both aspirational and tailored for them. We are thrilled to bring SKIMS to India and develop the brand here sustainably,” she stated.
Kim Kardashian, Co-Founder and Chief Creative Officer of SKIMS, expressed enthusiasm about the strong interest from Indian customers and the anticipation of opening stores in the country.
“We created SKIMS on the foundation that everyone deserves to feel comfortable and confident in their attire. The enthusiasm we’ve witnessed from our Indian community has been remarkable, and we eagerly await their visit to our stores for the first time,” Kardashian noted.
Co-Founder and CEO Jens Grede highlighted that Reliance Brands’ expertise in establishing international fashion and lifestyle brands in India made it an ideal partner for SKIMS’ market entry.
Reliance Brands, a division of Reliance Retail Ventures Ltd., operates over 1,855 retail outlets in India and collaborates with various global luxury and premium brands.
This launch signifies SKIMS’ inaugural entry into India, further enhancing Reliance Brands’ portfolio of international fashion labels as the demand for premium global brands continues to rise among Indian consumers.
