The Hindu Business Line : Specialty stores under Peter England brand soon

Aditya Birla Nuvo is looking to open a chain of specialty stores for the family under the Peter England brand. The 12,000-15,000 sq feet stores will sell both apparel and accessories catering to men, women and children in the value category, said Mr Vikram Rao, Director, Aditya Birla Nuvo.

Currently, Peter England operates as a men’s wear brand in the mid-priced value category.

The first few family stores are expected to be test marketed in the South in April-June. The company will invest around Rs 400 crore in this retail venture.

Recently, Madura Garments (part of Aditya Birla Nuvo) separated its fashion brands (Van Huesen, Allen Solly and Louis Philippe) and its popular brand Peter England.

The company has appointed Mr Alok Malik as the President of Peter England Fashions and Retail. Mr Malik comes in from Reliance Retail. It will also have an expat CEO, Ms Zeena Freeman. McKinsey has been appointed for facilitation of the business plan and execution.

Peter England saw retail revenues of Rs 200 crore in the last financial year. The brand has been growing at 25 per cent year-on-year. Its retail network encompasses around 230 franchise stores, 30 company-owned stores and several wholesale stores across the country. We hope to grow the brand by 30-35 per cent, said Mr Rao.

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