Aditya Birla Fashion and Retail Ltd. (ABFRL) announces the launch of the first store for OWND!, a bold new fashion brand, in Bangalore.
Designed for India’s Gen Z and youthful, trend-conscious consumers, the launch of OWND! is a major move by ABFRL to accelerate its presence in the value fashion category.
OWND! is rooted in youth culture, with a mission to spark conversations and empower young consumers to “own every moment” with confidence and charisma. 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.
Located in Kalyan Nagar, the new OWND! The store is spread across 9,696sq ft, designed as a multi-storey, high-street retail experience, offering a clean, contemporary and uncluttered environment. The visual merchandising (VM) is cool and engaging, designed to resonate with the Gen Z target audience. The store facade and interior reflect a vibrant and playful atmosphere, creating a space where the fashion-conscious can explore the latest trends.
Speaking on the launch, Sangeeta Tanwani, Chief Executive Officer, Pantaloons and OWND!, said: “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.”
