Indian retailer Aditya Birla Fashion and Retail Limited (ABFRL) has launched its new affordable fashion brand, OWND!, designed to appeal to Gen Z consumers.

The brand is positioned to provide trendy and cost-effective fashion options for young adults, entering a competitive space alongside Trent's budget apparel chain, Zudio.

OWND! represents ABFRL's strategic move to strengthen its presence in the value fashion sector.

Commenting on the move, Pantaloons and OWND! CEO Sangeeta Tanwani 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.”

The company has outlined plans to transition existing Style Up stores into OWND! outlets and aims to expand its network to 100 stores by the end of the current financial year.

The retailer has already opened five OWND! stores in key markets, including Ahmedabad, Bengaluru, and Aurangabad, as reported by Indian financial daily newspaper Mint. 

Initially launched in 2019, the Style Up brand targeted Tier II and Tier III cities, offering a range of clothing and accessories.

The first Style Up store was established in Bihar, and the brand has since expanded to 49 locations.

With the introduction of OWND! ABFRL plans to broaden its reach into metropolitan and mini-metropolitan areas, according to Mint's report.