Peter England- Story of India's Leading Apparel Brand
Case Study

Peter England- Story of India’s Leading Apparel Brand

Peter England- Next Big Brand
Pritish raj
Written by Pritish raj
[email protected] | Noida | Published on: November-04-2019 06:38 PM

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 (Country’s largest apparel maker) and A Division of Aditya Birla Fashion & Retail Limited.

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 expending their business, they start finding the 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 the Madura Fashion & Lifestyle(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.

Peter England-  Next Big Brand

One of The Campaigns Of Peter England

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 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 the author

Pritish raj

Pritish raj

Pritish Raj is a content writer at Next Big Brand. Hailing from the diversified state of Bihar, he is an engineer by education who chooses the way of poetry, photography, and writing to kick off his career.
Highly enthusiastic about brands and startups, he aims to be a travel content creator.

9113327413 | A-73, Hackerspace, Noida sector- 2 Noida UP 201301

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