ABFRL Unveils OWND!: A Bold New Fashion Brand For Gen Z
Aditya Birla Fashion and Retail Ltd. (ABFRL) has announced the launch of OWND!, a bold new fashion brand designed for India’s Gen Z and young, trend-conscious consumers.
The launch introduces a fresh proposition, complete with a new brand name, identity, contemporary store layouts, and the hottest trend-driven products tailored to the vibrant and dynamic lifestyle of young India.
OWND! draws inspiration from youth culture, with a core mission to spark conversations and empower young people to own every moment with unmistakable charisma. With its dynamic energy, the brand aims to usher in a new wave of fashion retailing that resonates with fashion-conscious and value-driven Gen Z consumers.
Commenting on the launch, Sangeeta Tanwani, Chief Executive Officer, Pantaloons and OWND! said, “The momentum with which young consumers are reshaping the fashion landscape and influencing cultural trends is undeniable. Backed by sharp insights into this segment, our strategy is a bold move designed to build a deep connection and genuine brand love. This new chapter, anchored in a vibrant name, a distinct identity, and a robust business model, will act as a strong catalyst for our next wave of exponential growth.”
With OWND!, ABFRL is set to accelerate its presence in the value fashion category. The company plans to convert its existing StyleUp stores into OWND! outlets and expand its footprint to 100 stores by the end of this financial year.
