ABFRL

Rebrands "Style Up" to "OWND!" for Gen Z Market 🛍️

Strategic Rebranding: Aditya Birla Fashion and Retail Ltd (

) is rebranding its value fashion retail chain, Style Up, to OWND!. The new brand aims to specifically target the younger, more fashion-conscious Gen Z demographic, intensifying competition in the apparel market. Expansion and Growth Targets: The company plans a phased conversion of its 49 existing Style Up stores to the new OWND! format. It has an ambitious expansion strategy, aiming to open a total of 100 stores by the end of this fiscal year and grow the network to 400 outlets over the next 3-5 years. Targeted Consumer Base: The rebranding is a direct response to a deeper understanding of the youth culture and its shopping habits. The new brand will focus sharply on Gen Z shoppers, who are a significant segment of India's online lifestyle market. This segment, born between 1997 and 2012, accounts for 20-25% of the online market, which is valued at roughly $4 billion. Geographic Shift: Initially, Style Up stores were concentrated in tier-II and tier-III cities. The new OWND! brand will shift its focus to expanding into both metros and mini-metros, a change in strategy to better align with the new target audience. This move signifies a higher priority for the brand within ABFRL's portfolio.