Aditya Birla set to restart Abof as a private label

Aditya Birla set to restart Abof as a private labelBENGALURU: In less than six months of shutting online fashion portal Abof.com, the Aditya Birla Group is set to bring back Abof as a private label, people aware of the matter said. The company wants to position Abof as a fast fashion omni-channel brand and restart this business in the next financial year.

The fashion arm of the conglomerate — Aditya Birla Fashion and Retail (ABFRL) — is currently in discussion with manufacturers to prepare for bulk production of the in-house brand, sources added. A spokesperson of ABFRL confirmed the development to TOI.

A person aware of the matter told TOI, “The top management believes the investments it made in Abof.com, before they decided to shut it, can be utilised to market Abof as an in-house brand. The attempt is to start the business at the earliest possible, but next financial year looks like a practical timeline.”

The development comes at a time when leading e-tailers such as Flipkart, Myntra, Amazon and ShopClues are pushing their private labels as this provides them with better control over margins since discounting is a common theme for these players. An industry executive said, “Selling a thirdparty brand after discounts will offer less margins compared to your own labels. It also enables a company to do better inventory management.” Fashion among other segments has the thickest margin online.

An ABFRL spokesperson told TOI in an emailed response, “ABFRL has acquired the rights of the brand ‘Abof ’ (private label) after discontinuing Abof.com. We plan to build this brand as a fast fashion omnichannel brand for the digitally native young consumers of today. Towards this, we will be leveraging the strong design, sourcing and marketing ecosystem of ABFRL.”