Aditya Birla Fashion and Retail Sharpens Digital, Premium Fashion Strategy
Aditya Birla Fashion and Retail sharpens its strategy around digital-first brands, premiumisation and omnichannel fashion growth.
SociapaHQ
As changing consumer behaviour and rising competition reshape India’s fashion market, Aditya Birla Fashion and Retail (ABFRL) is honing its fashion brand strategy around digital-first expansion, premiumisation and omnichannel retail.
The company is taking a portfolio-led approach across value fashion, ethnic wear, luxury retail and digital-first brands, with each of the segments catering to a different consumer proposition. The strategy comes amid more choice for consumers, the expansion of digital-native fashion brands into physical stores and the rise of quick commerce as another way to reach shoppers.
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TMRW Takes Digital Brands Offline:
The core of ABFRL’s omnichannel push is its digital-first TMRW portfolio. Its brands include Bewakoof, Nobero, Wrogn, Urbano, The Indian Garage Co and Veirdo.
TMRW reported revenue of Rs 220 crore in the quarter, up 11 per cent year-on-year. Its channel mix also continued to move toward D2C and offline retail with the portfolio adding over 20 stores in the quarter.
During the quarter, TMRW now has more than 140 exclusive brand stores and offline contribution crossed 15%.
The move is reflective of a broader shift in the fashion retail industry with digital-first brands using physical store locations to expand their reach, while established retailers are bolstering their digital presence.
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Pantaloons Builds Fashion Relevance:
Pantaloons continues to be an important value and masstige fashion vertical for ABFRL. The segment’s revenue stood at ₹1,204 crore in Q1 FY27, up 10%, with the company crediting the performance to greater fashion relevance across categories.
The brand also recorded its best ever quarter for e-commerce with online revenues up 37% year on year. E-commerce currently accounts for about 5% of the segment's business.
ABFRL is also launching a new store identity with revamped outlets catching up with an enhanced customer experience. The strategy views physical stores as an extension of the brand proposition and not just as distribution points.
