429
/ 2
Min Read
Aditya Birla Fashion and Retail Ltd. (ABFRL) has launched a new value fashion brand, OWND!, targeting Gen Z consumers and directly entering the budget fashion race dominated by Trent’s fast-growing Zudio chain.
Positioned as an affordable yet trend-forward label, OWND! is Aditya Birla’s bold play to capture India’s growing young consumer base, offering styles largely priced under ₹1,200. The brand is expected to quickly scale, with plans to open 100 stores by March 2026 and around 400 outlets over the next 3 to 5 years, according to Sangeeta Tanwani, CEO of Pantaloons, a subsidiary of the Aditya Birla Group.
The launch marks a strategic pivot for ABFRL, as it seeks to strengthen its presence in India’s high-growth value retail segment—an area where competitors like Zudio have seen a compound annual growth rate (CAGR) of over 35% in recent years.
"OWND! is tailored for the young, style-conscious shopper who wants fresh fashion without breaking the bank," Tanwani told Reuters, adding that the brand will draw from global trends while keeping affordability at its core.
Existing 'StyleUp' Stores to Be Rebranded
In a bid to accelerate expansion, Aditya Birla Fashion will convert its existing StyleUp stores—currently around 49 locations nationwide—into OWND! outlets. This move will help fast-track the brand’s physical footprint and allow it to tap into existing operational efficiencies.
Global Rivals Turn Up the Heat
The Indian value fashion space has attracted attention from global players as well. Swedish giant H&M has lowered price points and broadened its basics line, while Japan’s Uniqlo is launching smaller-format stores with value-driven collections to woo price-sensitive Indian shoppers.
Aditya Birla Fashion’s broader portfolio includes premium and luxury labels such as Louis Philippe, Van Heusen, Sabyasachi, and Tarun Tahiliani. In the final quarter of FY25, its lifestyle brands accounted for 87% of the company’s revenue, with a 5% year-on-year increase.
With OWND!, the company is betting big on the fast-moving, youth-oriented retail segment—where price, trendiness, and quick refresh cycles are key to winning loyalty.
(Source: Reuters)
