Archive · 16 Sep 2025
Aditya Birla Fashion to Convert Style Up Stores to OWND! for Gen Z
Aditya Birla Fashion is changing its Style Up stores to a new brand called OWND!.
The goal is to attract younger shoppers, known as Gen Z, who love fashion.
The company plans to open many new stores of the new brand in the coming years.
OWND!
stores will sell affordable clothing, aiming for prices under ₹1,200.
This move is happening because there's a lot of competition from other stores that also sell clothes at lower prices.
ABFRL wants to make sure it stays popular by offering what Gen Z shoppers want.
Aditya Birla Fashion & Retail (ABFRL) is rebranding Style Up stores to OWND!.
The target audience for OWND! is Gen Z consumers.
ABFRL plans to convert existing stores and open new ones, expanding to 400 outlets in the next few years.
The new stores will expand into metros and mini-metros.
OWND! stores will offer clothing priced under ₹1,200.
- Who
- Aditya Birla Fashion and Retail Ltd (ABFRL)
- What
- Is rebranding its value fashion format Style Up to OWND! to appeal to Gen Z shoppers.
- When
- The conversion is planned over time.
- Where
- India, with a focus on metros and mini-metros.
- Why
- To sharpen its brand strategy amidst growing competition in the value retail market.
- Company
- Aditya Birla Fashion and Retail Ltd (ABFRL)
- New Brand Name
- OWND!
- Target Demographic
- Gen Z (born 1997-2012)
- Current Style Up Stores
- 49
- Planned OWND! Stores by end of fiscal year
- 100
- Planned OWND! Outlets in 3-5 years
- 400
- Store Price Range
- Under ₹1,200