RBL to offer size inclusive and premium functional fashion with SKIMS

The expansion of global innerwear and solutions-oriented apparel into South Asia reflects a structural shift in consumer demand toward inclusive sizing and premium functional fashion.

Reliance Brands Limited (RBL) has signed an exclusive agreement with SKIMS—co-founded by Kim Kardashian and Jens Grede - to operate the brand’s brick-and-mortar and digital storefronts across India. Initial flagship locations are slated for Delhi and Mumbai before rolling out to secondary metro hubs. The market entry comes as India’s premium innerwear and shapewear sector experiences double-digit annual growth, driven by rising disposable incomes and changing wardrobe preferences among urban consumers. SKIMS speaks directly to a new generation of Indian consumers who want fashion that is both aspirational and made for them, stated Isha Ambani, Director at Reliance Retail Ventures.

Global retail scaling leverages established domestic networks

For international fashion labels, partnering with established domestic conglomerates mitigates retail entry friction while accelerating multi-channel scale. Following flagship rollouts in London and Dubai, SKIMS’ entry into India forms part of an aggressive global campaign that includes planned openings in Hong Kong and Seoul. RBL’s network of over 1,855 stores provides the operational backbone required to manage specialized inventory across shapewear, loungewear, and menswear lines. Industry analysts note that direct-to-consumer digital channels combined with high-street experiential stores remain critical for converting digital brand equity into long-term commercial returns.

Expanding international partnerships across channels

Established in 2007, Reliance Brands Limited (RBL) is a subsidiary of Reliance Retail Ventures specializing in launching and scaling global fashion brands in India. Operating over 1,855 doors across luxury and premium segments, RBL targets sustained long-term growth by expanding its international partnership portfolio across physical and e-commerce channels.