Aditya Birla Fashion and Retail Ltd. (ABFRL) has announced the launch of OWND!, a new fashion brand developed specifically for India’s Gen Z and trend-conscious consumer segments. This initiative introduces a completely new brand proposition, including a distinct identity, contemporary store layouts, and a product assortment driven by current youth fashion trends.

The launch is a strategic move by ABFRL to increase its market share in the value fashion category. The company's expansion plan involves converting its existing StyleUp stores to the new OWND! brand format. ABFRL aims to expand the brand's retail footprint to 100 stores by the end of the current financial year.

The OWND! brand is positioned to resonate with youth culture and consumer behavior. Sangeeta Tanwani, Chief Executive Officer of Pantaloons and OWND!, stated, “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.”

This new brand launch represents a significant effort by ABFRL to build a strong presence in the competitive value fashion sector by directly targeting the fast-growing Gen Z demographic with a dedicated retail concept.