ABFRL launches OWND! In Bengaluru with a new store at Kalyan Nagar

Aditya Birla Fashion and Retail (ABFRL) has officially launched its new fashion brand, OWND!, opening its first flagship store in Bengaluru.

Positioned in the value fashion category, OWND! targets Gen Z and trend-conscious consumers by focusing on affordable, on-trend apparel. Located in Kalyan Nagar, the debut store is a large-format, high-street retail space spanning 9,696 sq ft across multiple floors. Its contemporary visual merchandising is specifically tailored to attract a younger demographic.

The store's debut collection features an impressive inventory of over 10,000 styles, with prices starting at just Rs 399. The product offering spans men’s, women’s, and kidswear, alongside accessories. Prominent styles include vibrant hoodies, a variety of denim jeans and jackets, street-inspired fits, comfortable coordinated lounge sets, and a separate edit for smart-casual workwear.

Sangeeta Tanwani, Chief Executive Officer, Pantaloons and OWND!, states, a strategic response to the shifting fashion landscape, the brand aims to build a deep connection with this audience, creating authentic brand love.

With this launch, ABFRL aims to solidify its presence in the value fashion segment, using OWND! as a catalyst for future growth by providing stylish yet affordable products that resonate with India’s youth.