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Aditya Birla Fashion and Retail Limited (ABFRL) is strengthening its value fashion portfolio with the expansion of its Gen Z-focused brand, OWND!, which has now reached 75 stores across India.
The latest outlets, located at Infiniti Mall, Malad and R-Mall, Thane, span over 5,900 sq. ft. and 7,600 sq. ft., respectively. Designed as experiential retail spaces, the stores feature trend-driven collections, intuitive layouts, and a seamless blend of physical and digital elements.
To mark its debut in Mumbai, the brand hosted a launch event featuring a fashion showcase, with actor Adarsh Gourav as the showstopper. The event saw participation from the city’s fashion and youth community.
Commenting on the milestone, Sangeeta Tanwani, Chief Executive Officer, Pantaloons and OWND! said, “We are incredibly proud to reach the 75-store milestone for OWND!, which reflects the strong connection the brand has built with young India. Our entry into Mumbai is an important milestone for us, given the city’s influence on youth culture and fashion. As we continue to grow, our focus remains on staying close to our consumers and building a brand that evolves with them.”
OWND! offers a wide range of fashion across menswear, womenswear, and kidswear, with a focus on trend-led designs at accessible price points. The brand follows an agile design model with frequent product drops, blending global trends with local preferences.
The 75-store milestone underscores the brand’s steady expansion and its positioning in the youth-focused value fashion segment. ABFRL is expected to further scale OWND!’s retail footprint across key markets in the country.
