Aditya Birla Fashion and Retail (ABFRL) has announced the launch of OWND!, a new fashion brand aimed at India’s Gen Z and trend-conscious young consumers. The brand has been unveiled with a fresh identity, contemporary shop layouts, and a collection of trend-driven products designed for the vibrant lifestyle of young India.
OWND! has been positioned as a youth-inspired brand with the mission to spark conversations and empower young people to express their individuality. The launch has also marked ABFRL’s intent to accelerate its play in the value fashion category.
As part of its strategy, the company has planned to convert its existing StyleUp stores into OWND! outlets and has announced an expansion to 100 stores by the end of the current 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.”
