Reliance Brands has partnered with global shapewear and lifestyle label SKIMS to introduce the brand to the Indian market, marking another addition to its portfolio of international fashion brands.
As part of the partnership, Reliance Brands will manage SKIMS' retail and digital operations in India. The brand will make its debut with stores in Delhi and Mumbai before gradually expanding its footprint across other cities.
Founded in 2019 by Kim Kardashian and Jens Grede, SKIMS has built a global presence across shapewear, underwear, loungewear and menswear. The India entry follows the brand's recent retail expansion into markets such as London and Dubai.
Commenting on the partnership, Isha Ambani, Director, Reliance Retail Ventures, said the brand has redefined global conversations around comfort, inclusivity and body confidence. She added that SKIMS resonates with a new generation of Indian consumers seeking fashion that is both aspirational and accessible, and expressed confidence in building the brand's long-term presence in the country.
Kim Kardashian, Co-founder and Chief Creative Officer of SKIMS, said the company was founded on the belief that everyone deserves to feel comfortable and confident in what they wear. She noted that the enthusiasm from Indian consumers has been overwhelming and said the brand looks forward to welcoming shoppers to its first stores in the country.
Jens Grede, Co-founder and CEO of SKIMS, said Reliance Brands has a proven track record of successfully introducing and growing leading global fashion and lifestyle brands in India. He added that the partnership represents an important step in SKIMS' international retail expansion and its entry into a key growth market.
