After Kim Kardashian’s SKIMS, Reliance brings Khloé Kardashian’s Fabletics to India

Reliance Brands Ltd (RBL), a subsidiary of Reliance Retail Ventures, is bringing another Kardashian-linked fashion label to India, days after announcing a partnership to launch Kim Kardashian’s SKIMS in the country. The company has signed an exclusive long-term partnership with activewear brand Fabletics, which has collaborated with Khloé Kardashian, for its India launch.

Fabletics will launch its dedicated India website alongside its first mono-brand store at DLF Promenade in Vasant Kunj, New Delhi. A second store in Mumbai will follow, the company said on Wednesday.

Under the partnership, RBL will operate Fabletics in India through standalone stores, e-commerce and other brand environments. The India assortment will include women’s and men’s activewear for training, running, yoga, Pilates and everyday movement.

Commenting on the partnership, Sumeet Yadav, Head, Reliance Brands Limited, said, “India is undergoing an incredible transformation, driven by young consumers embracing movement, mindfulness, and athleisure as essential to their everyday lives.” He added that RBL sees an opportunity to introduce the brand to a new generation of active consumers.

Meera Bhatia, President of Fabletics, said India was “an important next step” in the company’s international expansion.

Another Kardashian-Jenner link for Reliance

The Fabletics deal comes shortly after Reliance Brands announced an exclusive partnership with SKIMS, the shapewear and apparel brand co-founded by Kim Kardashian and Jens Grede. RBL will operate SKIMS through physical stores and digital channels in India, with its first stores planned for Delhi and Mumbai before a wider rollout.

The two deals add to Reliance’s existing links with the Kardashian-Jenner family. Kylie Cosmetics, founded by Kylie Jenner, is also available through Reliance Retail’s Tira platform.

Fabletics’ India expansion

The partnership gives RBL responsibility for developing the brand across India. RBL said it operates more than 1,855 stores and shop-in-shops in the country, with a portfolio that includes international fashion and lifestyle brands such as SKIMS, Armani Exchange, Burberry, Coach, Diesel, Michael Kors and Valentino.

Fabletics said its India offering will combine its performance fabrics with its approach to colour, silhouettes and design. The company said the products will be positioned for use during workouts as well as for everyday wear.

The New Delhi store will mark Fabletics’ first physical presence in India, while the Mumbai outlet is expected to follow shortly. The company said the two stores and its India website will form the base for further expansion in the country.