Apparel, Fashion & Retail | News & Insights

Aditya Birla Fashion and Retail’s ‘ABOF’ associated with e-commerce platforms

Published: August 23, 2021
Author: Manali bhanushali

Aditya Birla Fashion and Retail Limited (ABFRL)’s fashion brand ABOF (all about fashion) is now associated with e-commerce platforms like Flipkart and Myntra for sale through third-party sellers.

Targeted at youth aged between 18 and 25 years, ABOF offers 600+ styles and the best in-house trendy apparel.

ABOF is a go-to online brand for the best-in-fashion shopping and trend watching, as it launches two unique collections every month.

With more than 600 fashion products and styles, ABOF offers a wide array of apparels for both men and women. The brand plans to expand its portfolio in kidswear and accessories segments.

With this initiative, the company aims to expand its reach across India by utilizing Flipkart and Myntra’s vast network, thereby enabling customers to access a wide range of the brand’s global trends-inspired collections.

Manish Singhai, Chief Operating Officer, ABOF, Aditya Birla Fashion and Retail Limited said, “At ABOF, we aim to offer high-fashion merchandise to the youth and make it accessible to them from the comfort of their homes or handheld devices with the superb shopping experience. This association with Flipkart Group has the potential to accelerate the growth of the apparel industry in India and reshape the youth fashion and athleisure segment. The collaboration will further enhance the reach for ABOF, Flipkart, and Myntra by offering the latest styles across categories for men and women at attractive prices.”

Nishit Garg, Vice President, Flipkart Fashion, stated, “We are happy to strengthen our relationship with ABFRL for the launch of ‘ABOF’, which addresses the growing need for affordable high-fashion streetwear. This launch elevates our existing strategic partnership as we seek to address a wide range of consumer needs in fashion. With the launch of ABOF, consumers will be able to access the latest ‘runway’ trends regularly, with new styles available every month.”

Ayyappan Rajagopal, Chief Business Officer, Myntra, added, “The ABFRL Group has been an enabling partner in Myntra’s journey of creating value for our customers, and the launch of ABOF on our platform now is an important milestone.”

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