Aditya Birla Fashion and Retail Ltd. (ABFRL) announces the launch of the first store for OWND!, a bold new fashion brand, in Bangalore.
Located in Kalyan Nagar, the new OWND! store is spread across 9696 sq. ft and is designed as a multi-story, high-street retail experience, offering a clean, contemporary, and uncluttered environment. The visual merchandising (VM) is cool and engaging, designed to resonate with the Gen Z target audience. The store facade and interior reflect a vibrant and playful atmosphere, creating a space where the fashion-conscious can explore the latest trends.
With OWND!, ABRFL aims to accelerate its play in the value fashion category. The company plans to convert the existing StyleUp stores into OWND! & expand its footprint to 100 stores by the end of this financial year.
Gen Z Roots
Designed for India’s Gen Z and youthful, trend-conscious consumers, the launch of OWND! is a major move by ABFRL to accelerate its presence in the value fashion category.
The newest brand in ABFRL’s kitty is rooted in youth culture, with a mission to spark conversations and empower young consumers to “own every moment” with confidence and charisma. The brand aims to redefine fashion retail in India, combining high style with accessibility to meet the aspirations of today’s fashion-savvy, value-conscious youth.
Product Portfolio
The store’s product portfolio is extensive, with 10k + styles starting from Rs 399, covering a wide range of categories for men, women, kidswear, accessories, and more. The launch collection features must-have hoodies in youthful colours, denim jeans with versatile fits, and denim jackets that elevate everyday looks.
Alongside, the line brings street-inspired fits, coordinated lounge sets in relaxed tones, and a work-wall edit of denim and smart-casual pieces that seamlessly transition from day to night. With its dynamic range, OWND! Offers fashion that keeps up with the bold spirit and diverse moods of today’s youth.
Speaking on the launch, Sangeeta Tanwani, Chief Executive Officer, Pantaloons & 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.”
The brand’s vision is to provide ‘Affordable On-trend Fashion’ at sharp price points, and its ethos is described as trendy, contemporary, ultra-cool, young, energetic, exciting, and spunky.
