New Delhi: Reliance Brands Limited (RBL), a part of the Reliance Retail, has collaborated with global shapewear and lifestyle brand SKIMS to introduce the brand in India. The SKIMS products will be sold in the stores and online and the first stores will open in Delhi and Mumbai and according to the company.
The collaboration is the first step in SKIMS’ official launch into one of the fastest-growing fashion and beauty markets in the world. SKIMS, a reality TV star and entrepreneur, was created by Kim Kardashian and Jens Grede in 2019 and it’s one of the hottest shapewear, loungewear, underwear and everyday wear brands around. The company is renowned for its clothing that fits each individual and prioritizes comfort and style.
Reliance Brands has announced that it will be the brand’s offline and online business in India for SKIMS. The initial stores will be in Delhi and Mumbai and the company aims to expand the brand in future. The cooperation is a part of Reliance Retail’s strategy to expand its offering to Indian consumers with more global fashion and beauty brands.
Isha Ambani, Director, Reliance Retail Ventures Limited, said that SKIMS has revolutionized the perception of comfort, fit and inclusivity. She said that the brand has a good resonance with the new generation of shoppers in India who are looking for fashioned and comfortable attire and Reliance is happy to bring the label to India for the long term.
Kim Kardashian, Co-Founder and Chief Creative Officer of SKIMS, expressed that it has garnered a tremendous response from customers in India and is thrilled to welcome them to its first stores. Jens Grede, co-founder and CEO of SKIMS, also complimented the experience that Reliance Brands brings in developing international fashion brands in India and believed that the collaboration will enhance SKIMS’ international presence.
It is an appropriate timing as the fascination of young people in India with global trends, particularly the social media is on the rise, leading more international brands to make their foray into the Indian market to cater to the young consumer base. Reliance has already joined several high-end international brands like Fenty Beauty, Fenty Skin, Stella McCartney and Valentino. Meanwhile, Indian shapewear industry is on a rapid expansion track with local and global players targeting the market.
Recently, SKIMS has also expanded its presence internationally, with a new store in London and Dubai. The company’s valuation was estimated to be around $5 billion after raising $225 million of funds, with India being a key market in the company’s international expansion efforts.
