‘Rich Assortment, Localization And Prime Location Make Peter England An Aspirational Global Brand'

In this feature in our ongoing series on ‘How to Build Global Brands from India’, we talk to Manish Singhai, COO, Peter England about the brand replicating its India success in global markets and what it takes for an Indian brand to acquire global appeal

- Beryl Menezes

With a retail footprint of over 600 stores in more than 750 cities in India, coupled with a presence in international markets across the UAE and several SAARC countries, Peter England is truly a brand which has succeeded at both the local and global level.Launched in India in 1997 by Madura Fashion & Lifestyle with the promise of delivering international quality, value-for-money offerings to young men in the early years of their career, Peter England has today diversified its offerings with a complete range of smart and stylish wear for all occasions including formals, semi-formals, casuals, wedding and ethnic wear, party wear, shoes and accessories.

With a tagline that boldly declares “Be Everything You Love”, Peter England has come to be known for its many innovations which include wrinkle-free shirts, trousers with adjustable waistbands, Aqua Tech thermos-regulatory shirts, N9 antimicrobial odour-resistant jeans and Oxyjeans (which save 80 litres of water per garment). According to Manish Singhai, COO, Peter England, this attribute of always striving to be ‘fashion right’ is what makes it an aspirational global brand. Secondly, the brand appeals to the first ten years of an individual’s work life. “More importantly, we offer complete wardrobe solutions to our customers, who get to select from a host of designs. At Peter England, a customer will find about 120 designs within one of our best collections. Thus, the brand doesn’t just offer clothes, but also an assurance that its customers are always fashion right and are prepared for any occasion,” he adds.