Kim Kardashian’s Skims launches in India via Reliance Brands deal
Skims, the shapewear brand founded by Kim Kardashian, has signed an exclusive agreement with Reliance Brands to launch the brand in India.
The roll out will span physical and online channels, with the first Skims stores opening in Delhi and Mumbai, followed by a phased expansion into other cities.
Subscribe to TRBThe move is part of Skims’ wider international expansion and follows the recent opening of flagship stores in London and Dubai. Launches in Seoul and Hong Kong are also in the pipeline.
Kardashian said: “We built Skims on the belief that everybody deserves to feel comfortable and confident in what they wear. 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.”
Jens Grede, co-founder and chief executive of Skims, said: “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.”
Reliance currently operates over 1,855 doors across India, including standalone stores and shop-in-shops. In addition to building international brand partnerships, the company has invested in leading Indian designer labels and is also the owner of toy retailer Hamleys.
Isha Ambani, director of Reliance Retail Ventures, said: “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. We are proud to introduce Skims to India and to build it here for the long term.”
