A New Brand for Gen Z
Indian retail giant Aditya Birla Fashion and Retail has introduced a new affordable fashion brand called OWND!, aimed at engaging Gen Z consumers. The brand will replace its existing StyleUp stores.
Store Conversion and Expansion Plans
ABFRL currently operates about 49 StyleUp stores across India. The plan is to gradually convert all of them into OWND! outlets. By the end of the current financial year, the company aims to have 100 stores operating under the OWND! brand. Looking further ahead, ABFRL intends to scale up to 400 stores over the next three to five years.
Affordable Pricing, Trend-Led Appeal
Products at OWND! will be priced under ₹1,200, targeting youth seeking trend-driven styles at value prices. The brand will adopt a refreshed identity, updated store layouts and a sharper proposition tailored for Gen Z sensibilities.
Competitive Landscape and Strategic Priorities
The launch of OWND! positions ABFRL more directly against competitors in the fast-fashion and value retail space, such as Trent’s Zudio, which has seen substantial growth. ABFRL sees this rebranding as part of its broader strategy to sharpen product, branding, and store experience to better connect with younger consumers.
