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Indian fashion brand ABOF launches on Flipkart & Myntra

Aug '21
India’s leading fashion company Aditya Birla Fashion and Retail Limited (ABFRL) has announced the launch of its fashion brand `ABOF’ (all about fashion) which will now be available on the e-commerce platforms of Flipkart and Myntra. Targeted at youth aged between 18 to 25 years, ABOF offers 600+ styles and best in-house trendy apparels.

With this launch, ABOF, through third party sellers, aims to expand its reach across India by utilising Flipkart and Myntra’s vast network, thereby enabling customers access to a wide range of the brand’s ‘global trends-inspired’ collections, the company said in a media release.

Available in a variety of sophisticated designs, distinctive patterns and dynamic colours, ABOF collection includes an exciting range of affordable apparels for both men and women. The range comprises products like t-shirts, shirts, joggers, jeans, shorts, dresses, tops and leggings to cater to the casual, street, active and loungewear needs of every fashionista.

“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 superb shopping experience. This association with Flipkart Group has the potential to accelerate the growth of apparel industry in India and reshape the youth fashion and athleisure segment,” said Manish Singhai, Chief Operating Officer, ABOF, ABFRL.

Nishit Garg, vice president - Flipkart Fashion, said, "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, said “With ABOF, we will see fashion in trend styles being launched at a higher frequency, thereby bolstering our catalogue and supplementing customers’ wardrobes with some of the best high-street pieces."

ABOF will launch two unique collections every month. The brand also plans to expand its portfolio in kidswear and accessories segments.

Fibre2Fashion News Desk (KD)

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