Aditya Birla Group launches online fashion store Abof.com

Aditya Birla has launched Abof.com a one-stop online portal for fashion products like apparel, footwear and accessories for men and women.
Abof.com

Aditya Birla has launched Abof.com a one-stop online portal for fashion products like apparel, footwear and accessories for men and women. Targeted at millennials, the fashonised webstore also offers latest styles, a daily dose of proprietary fashion content and style tips in addition to the trendiest looks of the season from around the world through its curated collection of products handpicked from brands, and from its own brand ‘abof’.
“The e-commerce sector is a sunrise sector from an investment point of view. While a lot has happened in the last couple of years, a lot more is yet to happen in this space. We plan to stay focused on seeding and growing specific businesses in areas where we have specific strengths which we can play upon extensively.  We see fashion e-commerce as one such space. With abof.com, we aim to offer a wide but curated range of merchandise and a differentiated shopping experience that can compete with the best in the world. We see abof emerging as the most admired player in online fashion within the next 3 years”, said Kumar Mangalam Birla, Chairman, Aditya Birla Group.
“Therefore, it made sense for us to enter into fashion e-commerce to further strengthen our stronghold on the business of fashion in India. We see the potential to build another billion-dollar business of the Group in this space” added Birla while mentioning that Aditya Birla Group is already India’s largest fashion player through Madura Fashion and Pantaloons.
Abof visions to become India’s most admired online fashion brand while providing a personalized shopping experience. Its experience has been built a mobile first while equipped to work seamlessly across a wide range of devices including desktops.
“Today’s millennial generation wants everything fast and personalized. Within fashion, we identified this as a white space that can be tapped into by a focused player,” said Prashant Gupta, President and Chief Executive Officer, abof.com.
“Abof.com is a result of our quest to address this gap in the market.  We are building India’s most admired online fashion store and fashion brand, even as incumbents race towards becoming a fashion marketplace offering deeply discounted branded products”, he added.
Technically the webstore is equipped with India’s first-of-its-kind 3D virtual trial room - a tool where customers can instantly view themselves in any product by inputting their basic body proportions. The tool allows one to layer various garments to check out looks. The webstore also uses style quiz to understand a customers’ preference and shows only relevant personalized content.
Abof uses premium packaging that ensures garments are intact during transit and has delivery services throughout the week. It claims to have established a world-class supply chain infrastructure that is fully tech-enabled. Its delivery and customer care services have been set up to cater to more than 400 cities across the country.

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