Aditya Birla Fashion and Retail (ABFRL), part of the Aditya Birla Group, announced the launch of OWND!, a bold new fashion brand designed for India’s Gen Z and youthful, trend-conscious consumers.
The launch marks the debut of a new proposition, complete with a new brand name, new identity, contemporary shop layouts, and trend-driven products for the vibrant and dynamic lifestyle of young India.
With OWND!, ABRFL aims to accelerate its play in the value fashion category. The company plans to convert the existing StyleUp stores into OWND! & expand its footprint to 100 stores by the end of this financial year.
Sangeeta Tanwani, Chief Executive Officer, Pantaloons and OWND!, said, “The momentum with which the young consumer is reshaping the fashion landscape and its influential role in defining cultural trends is undeniable. Inspired by sharp insights into this segment, our strategy is a bold move, designed to forge a deep connection and a true sense of brand love. This new chapter, anchored in a vibrant brand name, a distinct identity, and a robust business model, will be a strong catalyst for our next wave of exponential growth.”
