Reliance Brands Partners With Fabletics for India Launch Following SKIMS Deal
Reliance Brands Ltd (RBL), a subsidiary of Reliance Retail Ventures, has entered into an exclusive, long-term partnership with global activewear label Fabletics to launch and operate the brand across India. The announcement comes shortly after Reliance revealed plans to introduce Kim Kardashian’s SKIMS to the Indian market.
What Happened
Under the new agreement, RBL will oversee the complete retail and digital presence of Fabletics in India. The brand, known for its high-profile collaboration with Khlo e9 Kardashian, will establish its initial physical footprint with a flagship mono-brand store at DLF Promenade in Vasant Kunj, New Delhi. A second retail location is scheduled to open in Mumbai, supported by a dedicated e-commerce website for Indian consumers.
RBL will manage operations across standalone outlets, digital platforms, and specialised brand environments. The Indian product catalogue will feature performance activewear and lifestyle clothing for both men and women, designed for activities including running, yoga, Pilates, gym training, and casual daily movement.
Key Highlights
- Exclusive Partnership: RBL secured an exclusive, long-term deal to launch and develop the Fabletics brand in India.
- Store Openings: The initial rollout includes a flagship store at DLF Promenade in New Delhi, followed by an outlet in Mumbai and a dedicated Indian online platform.
- Product Focus: The collection spans men’s and women’s activewear tailored for varied fitness routines and everyday lifestyle wear.
- Expanding Portfolio: Fabletics joins a growing roster of international labels under RBL, which currently operates more than 1,855 stores and shop-in-shops across India.
Why This Matters
The deal represents a significant addition to Reliance’s expanding roster of celebrity-affiliated international brands. Fabletics marks the third major label tied to the Kardashian-Jenner family to enter the Reliance retail network, joining SKIMS and Kylie Jenner’s Kylie Cosmetics, which is retailed through the Tira platform.
According to Sumeet Yadav, Head of Reliance Brands Limited, the move aligns with growing domestic demand from young consumers embracing fitness, movement, and athleisure as integral parts of daily life. Meera Bhatia, President of Fabletics, identified the entry into India as an essential step in the brand’s broader global expansion strategy.
What to Watch Next
Following the launch of the dedicated e-commerce portal and the debut store at DLF Promenade in New Delhi, Fabletics will open its second store in Mumbai. The company stated that these two flagship stores and the digital platform will serve as the foundation for further physical and digital retail expansion throughout India.
Frequently Asked Questions
What is Fabletics’ connection to Khlo e9 Kardashian?
Fabletics is an activewear and lifestyle brand that has collaborated with television personality and entrepreneur Khlo e9 Kardashian.
Where will the first Fabletics stores in India be located?
The first physical store will open at DLF Promenade in Vasant Kunj, New Delhi, with a subsequent location scheduled for Mumbai.
What products will Fabletics offer in India?
The brand will offer a range of women’s and men’s activewear designed for training, running, Pilates, yoga, and everyday movement.
Which other Kardashian-Jenner brands are associated with Reliance?
Reliance Brands operates Kim Kardashian’s SKIMS, and Reliance Retail retails Kylie Jenner’s Kylie Cosmetics through its beauty platform, Tira.
Source: CNBC-TV18