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Aditya Birla Group unveils Peter England People retail arm
May 17, 2008: The Aditya Birla Group, took another step forward to transform Madura Garments, from a wholesale shirt brand player to a retail-led company by launching its second retail arm, Peter England People, in Mumbai.
The PEP brand roll-out, growth plans have been chalked out involving investments of over Rs.400 crore in the next five years
The Peter England People (PEP) brand will be marketed through Peter England Fashions and Retail, a division of Aditya Birla Nuvo. The brand will be rolled out through 80 stores spread over 34 cities across India, in the next three to five years, which will be spread over 10,000 -15,000 sq ft. each.
All this is part of the exercise to convert Madura Garments from a wholesale garment company to a wardrobe brand and now to a lifestyle brand retail-led player.
Madura Garments has under its umbrella, brands like Louis Philippe, Van Heusen and Allen Solly. The market for the apparel segment for organised players is estimated at Rs.49,000 crore, which is expected to grow to Rs.1.3 lakh crore in the next five years.
Source: Hindu Business Line