Aditya Birla Fashion and Retail's 'ABOF' to Now be Available on Flipkart and Myntra
Aditya Birla Fashion and Retail's 'ABOF' to Now be Available on Flipkart and Myntra

Aditya Birla Fashion and Retail Limited has announced a further strengthening of its relationship with the launch of its fashion brand 'ABOF' (all about fashion), which will now be available on the e-commerce platforms of Flipkart and Myntra for sale through third-party sellers. Targeted at youth aged between 18 to 25 years, ABOF offers 600+ styles and the best in-house trendy apparel.

With this launch, ABOF, through third-party sellers, 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. ABOF collection on the e-commerce platform of Flipkart and Myntra will feature the newest styles, a daily dose of fashion, style hacks, and lots more.

Available in a variety of sophisticated designs, distinctive patterns, and dynamic colors, the ABOF collection includes an exciting range of affordable apparel for both men and women. Each garment in the brand is handpicked by a group of in-house experts and carefully designed for the fashion-forward youth.

The collection includes t-shirts, shirts, joggers, jeans, shorts, dresses, tops, leggings, and loungewear. The range comprises products to cater to the casual, street, active, and loungewear needs of every fashionista. ABOF captures the best trends in its collections like versatile stripes, vibrant color-blocked styles, and many more. The price range of the collection begins from Rs 599 onwards.

Commenting on the launch, Manish Singhai, Chief Operating Officer, ABOF, Aditya Birla Fashion, and Retail Ltd, 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."

Speaking about the partnership and launch of ABOF, 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. Riding on the back of our collective strengths including an ever-growing customer base and deep customer understanding ‒ along with ABOF’s best-in-class, affordable range of ‘Fashion in Trend’ and Myntra’s differentiated technology experience, geographical reach, and efficient services, we are looking to create a truly joyful shopping experience for our fashion-forward customers who are looking for fashion in trend buys at an accessible price point. Moreover, with ABOF, we will see fashion in trend styles being launched at a higher frequency, thereby bolstering our catalog and supplementing customers’ wardrobes with some of the best high-street pieces."

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 apparel for both men and women. The brand plans to expand its portfolio in kidswear and accessories segments. The brand’s core philosophy is rooted in ‘customer-centricity’. This is clearly reflected in its curated range of value-added-fashion merchandise and differentiated shopping experience. 

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