Peter England targets Rs 10 bn by 2013

Established in 1997, Peter England the mid range men’s

formal shirt brand continues being India’s largest selling menswear brand, selling around 6 million shirts a year. With sights firmly set on continuing this super success, Peter England Fashion and Retail (PEFR) a division of Aditya Birla Nuvo, aims to generate revenues worth Rs 10 billion from sales, over the next three years. For, this fiscal, the company has set a target to achieve a turnover of Rs 5 billion as against Rs 4 billion in 2009-10. The company has more than 600 stand-alone and 2,000 MBOs across 650 cities in India, and proposes to launch 150 outlets, irrespective of format, each year for next three years, totaling to another 450, in keeping with its multi billion target.

The brand also proposes to introduce several accessories for men. However, the proposal is in its infancy and the company is surveying the market for 50 accessory items. Probably they may launch five of them in the next six months. The company recently launched its denims and club wear collection, tagged as ‘Peter England Party’. This is a strategy taken to not only broaden its product line but also focus on attracting younger clientele under the age of 25 years.

The company is investing in products and designs to ensure the loyalty of middle income young Indian males. For this purpose, Telegu actor Siddharth has been signed to endorse the brand and after a hiatus of six years, Peter England is set launch its television commercials across India. Siddharth, known for his performance in Rang De Basanti is considered a style icon by large fan base, largely from the middle income economic stratum.