ABFRL Launches OWND! Fashion Brand For Gen Z With 100 Stores Target

Aditya Birla Fashion and Retail Limited (ABFRL) has announced the launch of OWND!, a fresh and dynamic fashion brand created for India’s Gen Z and trend-conscious youth. The new label, revealed on September 16, 2025, marks a strategic move to capture the fast-growing value fashion segment. 

OWND! comes with a distinct identity, new store layouts, and vibrant product lines aimed at encouraging young Indians to “own every moment.”

Brand Vision And Leadership Insight

The brand seeks to empower youth while strengthening ABFRL’s footprint in affordable fashion. Speaking about the launch, Sangeeta Tanwani, CEO of Pantaloons and OWND!, said: “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.”

Expansion Plans And Market Positioning

ABFRL has confirmed that its existing StyleUp stores will be transitioned into OWND! outlets, with the goal of establishing 100 stores by the end of FY26. The launch reinforces ABFRL’s intent to accelerate growth in the value fashion category and address the evolving preferences of India’s younger consumers, who are increasingly driving cultural and fashion trends.

About Aditya Birla Fashion And Retail

ABFRL, part of the Aditya Birla Group, operates an extensive portfolio of fashion and lifestyle brands. Its lineup includes Pantaloons, The Collective, Jaypore, Tasva, and TCNS labels like W, Aurelia, Wishful, Elleven, and Folksong. The company also partners with celebrated designers such as Sabyasachi, Tarun Tahiliani, Shantnu & Nikhil, and House of Masaba. 

Additionally, ABFRL holds exclusive long-term partnerships with international names like Ralph Lauren, Hackett London, Ted Baker, and Fred Perry, and has joined hands with Galeries Lafayette to bring luxury destinations to India.

Read More: Aditya Birla Capital Raises ₹3,400 Crore Via NCD Allotment!

ABFRL Share Price Performance 

As of September 17, 2025, at 9:21 AM, Aditya Birla Fashion and Retail share price is trading at ₹88.70 per share, reflecting a gain of 2.33% from the previous closing price. Over the past month, the stock has gained by 16.01%.

Conclusion

With OWND!, ABFRL is looking to make a strong impact in the youth fashion space by blending style, accessibility, and cultural relevance. The company’s ambitious plan to open 100 stores by FY26 underscores its commitment to driving exponential growth while staying at the forefront of India’s evolving fashion landscape.

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