Aditya Birla Fashion and Retail Ltd. (ABFRL) has launched OWND!, a new fashion brand targeted at India’s Gen Z and trend-conscious young consumers.
Positioned as a bold, youth-first label, OWND! debuts with a fresh brand identity, contemporary store layouts, and a sharp focus on trend-driven fashion. Inspired by youth culture, the brand’s proposition is built around sparking conversations and empowering young shoppers to ‘own every moment’ with style and confidence.
Speaking about the launch, Sangeeta Tanwani, Chief Executive Officer, Pantaloons and OWND! said, “The momentum with which the young consumer is reshaping the fashion landscape and its influential role in defining cultural trends is undeniable. Inspired by sharp insights into this segment, our strategy is a bold move, designed to forge a deep connection and a true sense of brand love. This new chapter, anchored in a vibrant brand name, a distinct identity, and a robust business model, will be a strong catalyst for our next wave of exponential growth.”
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.
ABFRL, part of the Aditya Birla Group, is one of India’s largest fashion and lifestyle players with a portfolio spanning Pantaloons, The Collective, Jaypore, Tasva, TCNS brands (W, Aurelia, Wishful, Elleven, Folksong) and strategic tie-ups with leading designers including Sabyasachi, Tarun Tahiliani, Shantnu & Nikhil, and House of Masaba. It has also partnered with Paris-based Galeries Lafayette to bring luxury retail destinations to India.
