Aditya Birla to bring back Abof as a private label

​Six months ago, Aditya Birla Group shut down the online fashion portal Abof, but is planning to relaunch the business as a fast-fashion private brand during the next financial year.

Aditya Birla plans to bring back Abof as a private label - Abof- Facebook

Aditya Birla Fashion and Retail acquired the rights to the fashion site Abof and is planning to relaunch the fashion brand after discontinuing the site last year. The plan is to relaunch Abof as a private brand under Aditya Birla Fashion and Retail, which will allow the Aditya Birla Group greater control over proceedings and give them a larger share of profits.

Abof sells casual western wear fashion and is positioned in the value section of the market. An unnamed spokesperson for Aditya Birla Fashion and Retail recently told the Times of India that Abof will be relaunched as a “fast fashion omni-channel brand for the digitally native young consumers of today."

The brand’s designs and marketing strategy will cater towards young Indians and the business is currently holding discussions with manufacturers to prepare for bulk production. 

Many e-commerce fashion sites are currently pushing private labels which tend to have higher profit margins due to lower production costs and greater ease of inventory management.

All of India’s main e-commerce sites including Amazon, Flipkart, Myntra, and ShopClues are currently pursuing private fashion labels in order to reach profitability. 

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