The company plans to convert the existing StyleUp stores into OWND and expand its footprint to 100 stores by the end of this financial year
Aditya Birla Fashion and Retail or ABFRL has unveiled OWND, a new fashion brand designed for India’s Gen Z and youthful, trendconscious consumers. This marks the debut of a new proposition complete with a new brand name, new identity, contemporary shop layouts, along with trend-driven products for the dynamic lifestyle of young India.
OWND is inspired by youth culture with a mission to spark conversations and empower the youth to own every moment with their charisma, the company said in a statement. This new brand proposition, with its dynamic energy will bring a wave of fashion retailing that resonates with the fashion conscious and value driven Gen Z, it added.
“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,” highlighted Sangeeta Tanwani, Chief Executive Officer, Pantaloons and OWND.
With OWND, ABRFL aims to accelerate its play in the value fashion category. The company plans to convert the existing StyleUp stores into OWND and expand its footprint to 100 stores by the end of this financial year
