Quick Take
- Kim Kardashian SKIMS enters India via an exclusive Reliance Brands deal, announced August 5, 2026.
- The $5 Bn (Rs 47,610 Cr) shapewear label opens first stores in Delhi and Mumbai.
- Phased rollout follows, adding more cities and digital channels across India over time.
In This Article
Kim Kardashian SKIMS is entering India through an exclusive partnership with Reliance Brands Limited (RBL), with its first stores set for Delhi and Mumbai. The two firms announced the deal on August 5, 2026.
SKIMS is a shapewear and lifestyle brand co-founded by Kim Kardashian and Jens Grede in 2019. It was valued at $5 Bn (Rs 47,610 Cr) in November 2025, using the live rate of Rs 95.22 per US Dollar (BookMyForex, August 5, 2026). RBL will run the brand across physical stores and digital channels in a phased rollout.
StartupFeed Insight
The real signal here is not celebrity, it is category timing. India’s shapewear and premium innerwear market is still young, with homegrown D2C players like Zivame and Clovia holding early ground but no dominant global name yet. SKIMS enters with a $5 Bn valuation and Reliance’s 1,855-plus retail doors behind it, a combination local rivals cannot match on reach. Watch pricing closely: import-led premium tags often stall in India. StartupFeed expects the first Delhi and Mumbai stores to open within 6 to 9 months of this announcement, with a digital launch likely trailing the physical debut. By Harshvardhan Jain.
Deal Breakdown: The India Partnership
The Kim Kardashian SKIMS India deal is an exclusive long-term partnership between SKIMS and Reliance Brands Limited (RBL). RBL will operate the brand across both stores and online channels.
| Detail | Information | Notes |
|---|---|---|
| Brand | SKIMS | Shapewear, underwear, loungewear |
| India Partner | Reliance Brands Limited (RBL) | Subsidiary of Reliance Retail Ventures |
| Deal Type | Exclusive long-term partnership | Physical plus digital operation |
| First Stores | Delhi and Mumbai | Phased rollout to more cities |
| SKIMS Valuation | $5 Bn (Rs 47,610 Cr) | Set in November 2025 round |
| Announcement Date | August 5, 2026 | Joint release by both firms |
The most striking part is the reach that comes with RBL. Reliance Brands operates over 1,855 doors across India, including standalone stores and shop-in-shops, giving SKIMS instant scale (Business Today).
About SKIMS
SKIMS is a US shapewear and lifestyle brand founded in 2019 by Kim Kardashian and Jens Grede, headquartered in Los Angeles. It sells shapewear, underwear, loungewear and swimwear, known for inclusive sizing from XXS to 5X. The brand crossed roughly $1 Bn in net sales in 2025 and counts Goldman Sachs Alternatives and BDT & MSD Partners among its investors.
Why is SKIMS betting big on India?
SKIMS is betting on India because rising disposable incomes and young shoppers are fuelling demand for premium global fashion. India is now one of the world’s fastest-growing premium retail markets.
“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.
The timing lines up with a wider trend. Global fashion and beauty labels increasingly see India as a core growth market, driven by Gen Z and millennial demand. SKIMS follows recent international store openings in London and Dubai, with Hong Kong and Seoul next in its global plan.
Who does SKIMS compete with in India?
SKIMS will compete with both homegrown and global players in India’s shapewear and premium innerwear market. The category has grown competitive as demand for comfort-focused, inclusive fashion rises.
| Brand | Positioning | Focus |
|---|---|---|
| SKIMS | Global premium | Inclusive shapewear, loungewear |
| Zivame | Homegrown D2C | Lingerie, shapewear |
| Clovia | Homegrown D2C | Innerwear, activewear |
What sets SKIMS apart is its mix of a strong global brand, a $5 Bn valuation, and access to Reliance’s deep retail network, a combination no local rival currently holds.
What’s Next
The immediate milestone to watch is the first store openings in Delhi and Mumbai, expected within the coming months, followed by a wider city and digital rollout. Pricing strategy will decide how fast Indian shoppers adopt the brand versus cheaper local options. Can a premium American label win volume in a price-sensitive market? The next few quarters will tell.
Have a tip? Write to us at editorial@startupfeed.in.
