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PETER ENGLAND:– One of the most trusted brands in the Indian market Peter England was established in 1889 in Londonderry, Ireland. The brand is owned by Madura Fashion & Lifestyle (the Country’s largest apparel maker) and A Division of Aditya Birla Fashion & Retail Limited.
Peter England has made a mark as the largest menswear brand in India. Known for its standardized fits, superior quality, wide range and fashionable styles, the trusted mid-segment brand comes with apparel offerings for young men entering the corporate world. The brand boots confidence with their clothing that marks the “Beginning of Good Things”. The range includes shirts, trousers, suits, blazers and accessories for everyday wear and special occasions. The trendy and contemporary work wear formals are perfect for young professionals who want to express their sartorial tastes.
The brand also offers relaxed office wear and casual wear through its sub brand Peter England Elements. The casual wear line is slightly more eclectic with a stylish range of washed cotton shirts, denims, cargoes, jackets, sweaters and accessories that you can shop for online on Peterengland.com. Refresh your wardrobe and choose from smart yet casual Peter England trousers that come with promise of style and comfort. Peter England also recently launched the sub brand Peter England Party, which offers trendy club wear that is easy on the pocket yet high on style.
How this was started
It is started during the Boer war in 1889, to provide British soldiers with the fine quality of Khaki Trousers. During the enlarging and expanding their business, they start finding a new market where they can spread their roots. Peter England came to India in 1997 and a few years later in 2000, Aditya Birla Group acquired this Brand.
It is undertaking by Madura Fashion & Lifestyle(the Country’s largest apparel maker) and Mr. Ashish Dikshit is the CEO of the company. It has Headquartered in Bangalore and Karnataka. Registered Address is Madura Fashion & Lifestyle Plot no 56 Regent Gateway Doddanakundi village Kiadb Industrial Area ITPL Road, Bangalore, Karnataka 560048 India.
After a period of time, Peter England become the leading menswear brand of the company. Which made it the most trusted brand in India and It also starts growing very quickly outside India. The brand was listed in the top 5 most trusted brands in the apparel category for 7 consecutive years.
It has a huge chain of outlets and a huge market in different cities and towns. It is covering 150 towns and cities, 700+ Brand outlets, and 3000+ Multi-brand outlets. It has a huge customer base of 4 million people.
They are dealing with So many high-quality apparels product. Top wear (Men- Shirts, T-shirts), Bottom Wear (Innerwear, Trousers & Chinos, Shorts and Jeans), Sets(Ethnic and Loungewear), Accessories (Tie, Belt, Wallets, Sunglasses, Pocket square, Cravat, and Combo pack ), Layers(Suits, Blazers, Sweatshirts, Jackets, and Sweaters) and Footwear (Formal, Casual).
Peter England basically focused on the working class and Corporate sectors. Nowadays they are more focusing on a mass class or general class because they have started there a great collection of Casual and daily wears.
They win so many awards and a few are the most important ones, ET Brand Equity in 2014 for Most Trusted brand for the 7th Consecutive Year, AFO (Asia Retail Congress) in 2015 for the Best technology Initiative Implementation, Customer Loyalty Summit 2017 for the Best customer relationship management program and Flipkart (Fashion Conclave 2017) for the Best Performing Brand In Men’s formal Casual wear.
About Peter England
Peter England ( A Brand of ABFRL ) is one of the most loved and largest Selling menswear brands in India. ABFRL is a part of USD 48.3 billion Aditya Birla Group,With revenue of Rs. 8,743 cr. spanning retail space of 8.1 million sq. ft. (as on March 31, 2020), it is India’s first billion-dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats. The Company has a network of 3,041 stores, presence across approximately 25,000 multi-brand outlets with 6,500+ point of sales in department stores across India.It sells more than 14 million garments every year across 1000+ exclusive stores, 3500+ Multi brand outlets and across 800+ towns.
Peter England has been voted as India’s Most Trusted Apparel Brand for 7 consecutive years by the Economic Times Brand Equity Survey. The brand is committed to offering varied styles across categories starting at an attractive price point of Rs.999. Peter England was first launched in India by Madura Fashion and Lifestyle (previously known as Madura Garments) in the mid¿¿¿price segment in 1997; the company acquired the world rights for the brand in 2000. What began as a brand of honest shirts in 1997, in India, is today a complete lifestyle brand with merchandise available for every day and for all special occasions.
The brand’s formal wear range of crisp formal shirts, well-tailored suits, jackets & trousers combines high fashion, impeccable fits along with a wide selection of highly curated looks for modern professionals. The casual wear range is a highly eclectic line of washed cotton shirts, denims, cargo bottoms, graphic tees, Polos & winter-wear. The ‘Select’ line brings together premium formal wear with emphasis on fine detailing with a hint of color, comfort and panache.
While the assorted collection of ties, pocket squares, belts, wallets and footwear assert a distinctive style statement, the finely crafted vests, boxer shorts and briefs from the newly launched innerwear line ensures highest comfort and great fit. While the brand continues to expand across India, they introduced a brand new retail identity called the Peter England Men’s Obsession, which is a large format store housing over 2000+ unique designs at an unmatched value, all the while delivering a young, vibrant shopping experience for all.
Men are invariably associated with crisp shirts and trousers for formal as well as casual wear (not that men have a lot of variety in fashion anyway). But when it comes to the picking of their attire of the day, Indian men are pretty peculiar with what they look like. And their fashion statement speaks of a handful brands which have made their way into the big Indian market. Peter England is one of those. Here are some facts as to why Peter England is a popular choice amongst the Indian men :
- Peter England was established in Ireland and in 1997 it was launched in India by Madura Fashion & Lifestyle (earlier known as Madura Garments) in the mid-price shirt segment.
- The company acquired the world rights for the brand in the year 2000.
- Peter England’ positioned themselves through “Honest shirt campaign”and it made them very popular.
- Peter England is the largest menswear brand in India.
- Peter England has 643 stores and over 1600 multi-brand outlets in more than 300 towns and also available at top online shopping sites.
- They identified customer’s need for brand + Product imagery.
- Product range includes regular office wear, special occasion wear and casual wear.
- Price is maintained in such a way that it ensures that 65% of the brand offering is below MRP 500 through ‘core range’.
- For promoting its products they use vernacular media, press and tv media, print media as well as right brand association through sponsorships.
- Distribution is done through monthly advance ordering to address the retailer needs in terms of the design-size-style preference etc.
- The brand’s communication has moved from telling the consumer from “what the brand is” to “what the brand does.