OWND!, the youth-centric fashion label from Aditya Birla Fashion and Retail Ltd, has officially opened its first store in North India at Pacific D-21 Mall, Dwarka, marking a significant milestone in the brand’s rapid retail expansion. The announcement was made by the company’s official on LinkedIn, underscoring ABFRL’s commitment to strengthening its presence in the value fashion segment.

Launched in 2025, OWND! has quickly established itself as a trend-forward label designed for Gen Z and trend-conscious consumers across India. The brand blends contemporary design sensibilities with accessible pricing, offering an extensive range of apparel and lifestyle products for men, women, and kids that resonate with the dynamic, style-driven youth.

Owning its identity in youth culture, OWND! encourages consumers to “own every moment” by championing individuality, self-expression, and confidence through fashion. With trend-inspired collections that combine everyday essentials with statement pieces, the brand is positioned to redefine the value fashion retail landscape in India with its vibrant aesthetics and compelling product mix.

The Dwarka store reinforces OWND!’s ambitious growth roadmap, which includes converting existing StyleUp stores into OWND! outlets and expanding the footprint to 100 stores nationwide by the end of the current financial year. This strategic expansion reflects ABFRL’s intent to deepen engagement with youth audiences and accelerate its play in the highly competitive affordable fashion category.

With its entry into the Delhi NCR market, OWND! continues to build on early successes from flagship openings in key cities, offering fashion-forward consumers a fresh retail destination that captures the pulse of youth trends and street style.