Located in Kalyan Nagar, the new OWND store is spread across 9,696 square feet and is designed as a multi-story, high-street retail experience
Aditya Birla Fashion and Retail or ABFRL has opened the first store for OWND, its new fashion brand, in Bangalore. Designed for India’s Gen Z and youthful, trend-conscious consumers, OWND is a major move by ABFRL to accelerate its presence in the value fashion category.
Located in Kalyan Nagar, the new OWND store is spread across 9,696 square feet and is designed as a multi-story, high-street retail experience. The visual merchandising (VM) is cool and engaging, designed to resonate with the Gen Z target audience, as per the official statement. The store’s product portfolio is extensive, with over 10,000 styles starting from Rs 399, covering a wide range of categories for men, women, kidswear, accessories, and more.
“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,” highlighted Sangeeta Tanwani, Chief Executive Officer (CEO), Pantaloons and OWND.
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. The store facade and interior reflect a vibrant and playful atmosphere, the company noted. The launch collection features must-have hoodies in youthful colours, denim jeans with versatile fits, and denim jackets that elevate everyday looks.
With OWND, ABFRL plans to accelerate its presence in the value fashion category. 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, the statement pointed out.
