Aditya Birla Fashion and Retail Ltd. (ABFRL) has launched OWND!, a new fashion brand aimed at India’s Gen Z and youthful, trend-conscious consumers. The launch includes a new brand name, identity, contemporary shop layouts, and trend-driven products. OWND! seeks to spark conversations and empower youth, with plans to convert existing stores and expand to 100 stores by year-end.
New Brand Launch
Aditya Birla Fashion and Retail Ltd. (ABFRL) announced the launch of a new fashion brand named OWND! on September 16, 2025. This brand is specifically designed for India’s Gen Z and youthful, trend-conscious consumers. The brand aims to capture the vibrant and dynamic lifestyle of young India.
Brand Proposition and Vision
OWND! is inspired by youth culture and has a mission to spark conversations and empower young people. It aims to enable them to own every moment with their unique charisma. The brand aims to resonate with fashion-conscious and value-driven Gen Z through dynamic energy and fashion retailing.
Leadership Perspective
Sangeeta Tanwani, Chief Executive Officer, Pantaloons and OWND!, commented on the launch stating, “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.”
Expansion Plans
With the launch of OWND!, ABRFL aims to accelerate its play in the value fashion category. The company plans to convert existing StyleUp stores into OWND! and expand its footprint to 100 stores by the end of this financial year.
About ABFRL
Aditya Birla Fashion and Retail Limited (ABFRL), a part of the Aditya Birla Group, is a leading fashion powerhouse in India. They offer a wide range of renowned brands and retail formats across high-growth segments. Their portfolio includes Pantaloons and The Collective. They also have partnerships with brands like Ralph Lauren and Galeries Lafayette.
Source: BSE
