Aditya Birla Fashion and Retail Ltd. (ABFRL) has announced the opening of the first store for its new fashion brand OWND! in Bangalore, marking a strategic step to expand its presence in India’s value fashion segment.
Positioned for Gen Z and trend-conscious consumers, OWND! aims to combine style with accessibility while reflecting contemporary youth culture. The store spans 9,696 sq.ft. across multiple levels and has been designed as a high-street retail experience. Its interiors feature modern visual merchandising and a vibrant, playful atmosphere intended to appeal to younger shoppers.
The brand’s launch portfolio includes more than 10,000 styles across menswear, womenswear, kidswear, and accessories, with prices starting from Rs. 399 (US $ 4.50). Key highlights include colourful hoodies, versatile denim jeans and jackets, coordinated lounge sets, and a work-to-evening denim and smart-casual edit.
Sangeeta Tanwani, Chief Executive Officer of Pantaloons and OWND!, said the brand was a strategic move to connect with young consumers who are actively shaping the fashion landscape. She added that OWND! was anchored in a vibrant identity, trend-led products, and a robust business model, positioning it as a growth driver in the youth fashion segment.
ABFRL stated that OWND! is designed to offer affordable, on-trend fashion at sharp price points, with an ethos centred on being contemporary, youthful, and energetic.
