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Aditya Birla Fashion and Retail Ltd. (ABFRL) has officially unveiled its latest fashion brand, OWND!, with the opening of its flagship store in Bengaluru. The brand, targeting Gen Z and trend-savvy shoppers, marks ABFRL's strategic foray into the value fashion space.
Located in the bustling Kalyan Nagar neighborhood, the 9,696 sq. ft store spans multiple floors and features a vibrant high-street retail format. With sleek, contemporary visual merchandising, the store is designed to attract younger consumers seeking affordable and on-trend fashion.
OWND! offers an extensive collection of over 10,000 styles, with prices starting at just ₹399. The product range includes men’s, women’s, and kidswear, as well as accessories. The debut collection features a mix of youthful hoodies, denim jeans and jackets, streetwear-inspired silhouettes, co-ord lounge sets, and smart-casual workwear options — all tailored to reflect the preferences of India’s fashion-for ward youth.
Speaking on the launch, Sangeeta Tanwani, CEO of Pantaloons and OWND!, said, “The momentum with which young consumers are shaping the fashion landscape and defining cultural trends is undeniable. OWND! is a bold, strategic move designed to build a deep connection with this audience, creating authentic brand love. Anchored in a vibrant identity, trend-led products, and a robust business model, OWND! will serve as a strong catalyst for our next phase of growth in the youth fashion segment.”
With this launch, ABFRL aims to bolster its presence in India’s competitive value fashion market by offering stylish, accessible apparel that resonates with the country's rapidly growing Gen Z demographic.
