SKIMS Sets Its Sights on India

SKIMS is entering a decisive phase in its global growth. In an exclusive interview with WWD in July, CEO Jens Grede offered revealing insights into the strategy behind the expansion. His central message is clear: SKIMS should not be viewed simply as a shapewear brand or a celebrity-driven fashion company, but as a genuine “textile company,” built around comfort, fit and proprietary fabrics.

According to Grede, 80% of purchases in SKIMS’ category are made in physical stores, making retail the brand’s next major growth engine. SKIMS plans to reach 55 stores by the end of 2026 and more than 100 by 2027. Its flagship store on Regent Street in London, its presence in Dubai, and planned openings in Seoul, Delhi and Mumbai are all part of this strategy.

Following the $225 million funding round in 2025, which brought the company’s valuation to $5 billion, Grede is nevertheless in no rush to pursue a potential IPO. He told WWD that SKIMS is under no immediate pressure to go public, preferring instead to consolidate the business and preserve its strategic flexibility.

India is a key pillar of SKIMS’ international strategy. The brand has partnered with Reliance Brands, the luxury arm of Reliance Retail, to enter the Indian market, initially in Delhi and Mumbai through both physical and digital channels.

The partnership brings Kim Kardashian’s brand closer to Mukesh Ambani, the Indian billionaire and chairman of Reliance Industries, one of the country’s most powerful business figures. His conglomerate operates across energy, telecommunications, retail and digital services. Its telecom subsidiary, Jio, alone has more than 500 million subscribers.

In July 2024, Kim Kardashian and her sister Khloé were guests at the wedding of Anant Ambani, Mukesh Ambani’s son. While Kim said at the time that she did not personally know the family, the highly publicized appearance marked her growing proximity to the Ambani world.

For SKIMS, the strategy is clear: the next stage is no longer simply about selling products online. The brand is now seeking to conquer physical retail, establish a presence in key international markets and turn Kim Kardashian’s cultural influence into a sustainable global business.