Now Reading: Reliance Brands to Launch Kim Kardashian’s SKIMS in India
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Reliance Brands to Launch Kim Kardashian’s SKIMS in India
Reliance Brands has entered an exclusive partnership with Kim Kardashian and Jens Grede’s SKIMS to launch the shapewear and apparel label in India. The first stores will open in Delhi and Mumbai,…
The Story in Brief
Reliance Brands has entered an exclusive partnership with Kim Kardashian and Jens Grede’s SKIMS to launch the shapewear and apparel label in India. The first stores will open in Delhi and Mumbai, followed by a phased expansion across physical and digital channels. Reliance Brands will manage SKIMS’ Indian retail and e-commerce operations.
Founded in 2019, SKIMS sells women’s underwear, shapewear, loungewear and menswear, and has expanded its international retail presence through stores in London and Dubai. The partnership adds to Reliance Retail’s portfolio of global fashion and lifestyle labels. SKIMS will compete with Indian brands such as Underneat in a growing shapewear market.
The Indian Opinion
The easy narrative is that a celebrity label will automatically reshape Indian innerwear. That overstates Kim Kardashian’s pull and ignores the harder test of fit, pricing and repeat purchases. The opposite claim, that premium global brands have no place beyond metros, is also lazy. Reliance’s first stores in Delhi and Mumbai make sense, but wider success will depend on digital sales and demand beyond those cities. Watch whether SKIMS can win customers without celebrity-led discounts.
Sources (2): inc42.com, retail.economictimes.indiatimes.com
This story was synthesised by AI from the 2 sources linked above.
Updated: this story now draws on 2 sources.
