Peter England to roll out 150 stores

Peter England, the high street menswear brand that specializes in shirts plans to have 1,000 stores

within the next three years. Owned by Madura Garments, the retail arm of Aditya Birla Group’s garment division, Peter England’s roll out plan is to open 150 stores per year and achieve the 1,000 store target in the next three years. Chief Operating Officer for Peter England, Kedar Apshankar has revealed the company’s target and roll out plan and said they will lay greater focus on franchisee models and of the total, two-thirds would be franchisees and the rest company-owned. This would enable the brand to focus on major thrust areas such as product enhancement, retail and marketing strategies.

According to him, the market size of the branded ‘mid-price’ menswear segment is worth Rs 2,500 crores and is likely to grow at 20 per cent year-on-year in the next 3 to 4 years. Apshankar is confident that the growth of Peter England would outpace industry growth. He also feels that from being a mid-price shirt brand, Peter England is now positioned as a complete wardrobe solution. The brand is also well prepared with contemporary garments designed for the youth who are waiting for the beginning of good things.

Meanwhile Peter England is returning to TV after seven years. The company launched a 360 degree marketing plan focusing on the launch of new TV commercials with the introduction of Telegu actor Siddharth as brand ambassador. Peter England is ready to launch its new campaign where the brand unveils its message ‘Beginning of good things’, a philosophy that encapsulates the result of applying self-belief. The company has grown at CAGR of 30 per cent over the last three years.