Peter England
Peter England

Peter England : Case Study, Company Profile, Founding Team, and Many More

This post was most recently updated on January 18th, 2022


Today, clothing brands play an important role in a person’s socio-economic position. Brands sometimes become symbols of recognition. As a result, people are becoming more fashion-conscious and spending more of their income on branded clothing. Bollywood also plays an important role. Role in promoting brands.

In general, the most popular clothing brands in India keep fiber quality and trendy designs. In addition, good looks with comfort are the most important characteristic for the achievement of clothing brands in the Indian market.

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Today I am discussing one of the top clothing brands in India: Peter England. Peter England has made a mark as the biggest menswear brand in India providing Peter England Shirts and Peter England Watch. The brand is known for its standardized cuts, higher quality, and wide collection and fashion styles.

What Is Peter England

Peter England is one of the most popular and important men’s fashion brands in India. It sells more than 14 million garments each year in more than 1,000 exclusive stores, more than 3,500 multi-brand outlets, and more than 800 cities. The brand is also well represented in e-commerce has been voted  India’s Most Trusted Apparel Brand for 7  years in a row by the Economic Times Brand Equity Survey.

The brand has set itself the goal of offering varied styles in all categories from an attractive price of Rs. 999. The Casualwear line is a very eclectic line of laundered cotton shirts, jeans, cargo pants, graphic t-shirts, polo shirts, and winter clothes, while the ‘Select’ line combines high-quality formal wear with an emphasis on fine details with a touch of color and comfort. While the diverse collection of ties, pocket squares, belts, purses, and shoes makes a distinctive style statement, the finely crafted vests, briefs, and briefs of the recently launched underwear line ensure maximum comfort and a great fit.

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Expanding across India, they introduced a new retail identity called  Peter England Men’s Obsession,  a large format store that offers over 2000 unique designs at an unbeatable price while delivering a youthful and vibrant shopping experience for everyone.


History – How It Started:

Peter England marked its beginnings in the second half of the 19th century when the foundation stone for a five-story building was laid in Londonderry, Ireland in the summer of 1885. England to equip troops deployed in the Boer War Marking a turning point in the brand’s history was the challenge of supplying the highest quality clothing at a good price, a challenge that Peter England faced. Entrusted with the honorable duty of equipping British troops for battle, Peter was born in England and dressed the soldiers in the finest khaki.

As their business expands and expands, they begin to find a new market in which to expand their roots. For this motive, Peter England turned into first released in India in 1997 through Madura Fashion and Lifestyle (formerly known as Madura Garments) inside the mid-rate phase; In 2000 the organization acquired the worldwide rights to the brand.

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What began as an honest shirt brand in India in 1997 is now a complete lifestyle brand with products for every day and all special occasions. Formal shirts, tailored suits, jackets, and trousers combine haute couture, impeccable cuts with a wide range of highly curated looks for modern professionals.

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After a while, Peter England became the company’s leading menswear brand, making it the most trusted brand in India and growing very quickly outside of India as well. Clothing category for 7 consecutive years. It has a huge chain of outlets and a large market in various cities and towns. It includes 150 cities, more than 700 branded outlets, and more than 3,000 multi-brand outlets. It has a huge customer base of 4 million people.

peter england in collaboration with heiq switzerland launches innovative antiviral collection 2

Who All Are the Founding Team Member of Peter England:

For this motive, Peter England turned into first released in India in 1997 through Madura Fashion and Lifestyle (formerly known as Madura Garments) inside the mid-rate phase; In 2000 the organization acquired the worldwide rights to the brand.


Since the brand has a diverse range of products in its portfolio, they meet the needs of a wide variety of target groups. The brand’s target audience would be:

  • PE jeans and casuals: They are between 1825 years old.
  • Peter England Traditions & Ethnicity: It is for clients over the age of 2530.
  • Elite and Elite Sport: aimed at customers aged 30  and over.
  • For Shirts: Peter England Shirts provides best quality shirts.
  • PE watches: Peter England Watch can ensure the quality watches.

Peter England offers its customers a diverse collection with unique innovations, following the concept of the elegant and stylish ‘Young Formals’ evening wear for young men in the early years of his career, Peter England offers a collection with a wide range of informal clothing, semi-formal and wedding. and ethnic clothing (suits and blazers and party) among others.

The brand has more than 2,000 MBOs in its network. The brand is also present in more than 300 stores in major large format stores such as Max, Reliance Trends, Central, Pantaloons, and family large format stores. Peter England markets its products through his in-house fashion. Portal trendin.com; and through leading portals such as Myntra, Flipkart, and Snapdeal.

The brand went the extra mile to create a true experience that was truly an “Objective in One”!The site recorded high interest and high audience engagement with a total impression of 26.7 million and a total reach of 5.17 lakh. The brand’s export markets include many Middle Eastern countries such as Dubai, Bahrain, Kuwait, Doha, Saudi Arabia. Arabia and SAARC countries like Sri Lanka and Nepal. The brand has around 50 stores in these markets.


OrganizationPeter England
Office AddressE-Commerce Division, Aditya Birla Fashion And Retail Limited Located At Sy No,517/2, 527, 528, 529, 530, 531 Of Madivala Village, Kasaba Hobli, Anekal Taluk Bangalore Urban District. Bangalore – 562107
Email Id[email protected] (For online queries)
[email protected] (Store related queries)
[email protected] (For corporate orders)
Phone Number080-67593844
Store Near Youhttps://www.peterengland.com/content/store-locators-9

Is It Safe to Buy From Peter England:

The brand’s unique outlet offers more than 1,000 styles that take regional tastes and sensibilities into account, including shirts, t-shirts, pants, jeans, loungewear, accessories, and clothing for special occasions such as suits and blazers. and contemporary designs. The company strives to offer its customers high-quality fashion at affordable prices.

“Peter England has a rich and strong legacy of introducing innovative products. Three years ago, the brand was launched in small towns of India to make premium quality menswear accessible in Tier 3 and Tier 4 markets. This store in Kalol is a significant market for the brand. With this launch, we plan to expand our presence in the Gujarat market”

– Mr. Manish Singhai, COO, Peter England

Peter England was one of the first brands in the country to create “Sustainable Jeans Fashion”; His Oxygeans has been part of the portfolio for more than 5 seasons. It bought 62,748 oxy-geans in 2013 and stored 13,26,101 gallons of water, making it a unique feat every person should purchase.

Peter England Purple men's purple formal shirt - 39, | ID: 19411288055

Who All Are Competitors of Peter England:

The major competitors of Peter England are –

  • Raymond Limited.
  • Arrow.
  • Belmonte.
  • Van Heusen.

Where Is the Office of Peter England:

The main office is registered in the address as Madura Fashion & Lifestyle Plot no 56 Regent Gateway Doddanakundi village Kiadb Industrial Area ITPL Road, Bangalore, Karnataka 560048 India.

Market Dominance and Success:

The nationwide advertising campaign was launched under the umbrella of “The Beginning of the Good” in television, print, outdoor and digital media and initiated a further phase of accelerated sales and profitability growth. It was the first clothing brand in Indian history to use television advertising. Their messages centered on honesty, international first-class, and sub-top class pricing for aspiring purchasers who wanted to dress for success.

But notwithstanding the meteoric increase, its performance slowed in the 2nd half of the 2000s. When sales fell, Peter England had to change course. The rivals increased, their prices remained constant, and manufacturing costs rose. On the plus side, Peter England was still the most trusted brand in its category including Peter England Shirts and Peter England Watch, but its positioning was considered out of date.

With its new campaign, the Peter England brand not only helped the young Indian get good clothes, but it also became a success factor. Few places change faster than India and this case is a reminder that no brand can hold its own. without closely monitoring and understanding such changes. The mere fact of having a foreign brand is becoming less and less convincing to the next generation in emerging markets. that social change is happening too slowly. Change is the only constant in consumer goods, but targeted branding that empowers both customers and employees can ensure a brand navigates the ups and downs of social change.

peter england in collaboration with heiq switzerland launches innovative antiviral collection 2 1


Here are some frequently asked questions (FAQ) about Peter England

Is Peter England an Indian brand?

Peter England, a typically British brand,  was first introduced in India in 1997 by Madura Fashion and Lifestyle (formerly Madura Garments) in the mid-price segment; in 2000 the company acquired worldwide rights to the brand.

What is the job title at Peter England?

There is no job security in the franchise payroll, everyone wants results with no investment (salary issues), management is good but only for the shop, the company doesn’t support the employees, they only support the franchisees.

working days: Monday to Saturday (strict opening hours).

Is Peter England a luxury brand?

The  Peter England name sounds good and is definitely worth a high-end brand. You have to have usually idea it changed into a luxury emblem from England. This is again part of the Aditya Birla Group.

Who is Peter England‘s CEO and Brand Ambassador?

Ashish Dikshit is  CEO and brand ambassador of Peter England is Ayushmann Khurrana.


They win such a lot of awards and a few are the maximum vital ones, ET Brand Equity in 2014 for Most Trusted logo for the 7th Consecutive Year, AFO (Asia Retail Congress) in 2015 for the Best generation Initiative Implementation, Customer Loyalty Summit 2017 for the Best customer courting control software and Flipkart (Fashion Conclave 2017) for the Best Performing Brand In Men’s formal Casual wear.


Peter England‘s unprecedented variety of shirts, trousers, jeans, suits & blazers, and t-shirts integrate high-fashion, impeccable fits and a wide variety of curated appears catering to every versatile event of brand new young Indian men. 2019 changed into a milestone yr for the logo as it accelerated aggressively into Tier three and Tier 4 markets. Peter England additionally refreshed its identity in big towns and cities via its Men’s Obsession shops, handing over a younger and colorful purchasing experience for all.

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