Aditya Birla Lifestyle Brands Ltd (ABLBL) has appointed Anand Aiyer as Chief Business Officer (CBO) of Peter England, reinforcing the brand’s leadership team as it enters its next phase of growth.
Anand Aiyer confirmed the news to IMAGES Group.
With over 26 years of experience across fashion brands and retail, Aiyer brings a strong track record in building, scaling, and strengthening businesses. Prior to joining Peter England, he served as CEO of Arrow, where he was instrumental in driving brand transformation, operational excellence, and sustained profitable growth.
Aiyer’s expertise spans brand building, profitable growth, and multi-channel expansion. His approach combines strategic clarity with execution excellence, enabling teams and organisations to consistently raise the bar.
Earlier, Aiyer spent more than a decade with Aditya Birla Fashion & Retail, holding multiple leadership roles within the Louis Philippe business. His responsibilities spanned brand management, merchandising, supply-chain coordination, new initiatives, and premiumisation strategies, providing him with a comprehensive understanding of brand architecture and retail economics.
He also played a pivotal role at the Landmark Group, where he led Easybuy’s journey from concept to scale, building an asset-light, franchise-driven model supported by strong sourcing ecosystems and disciplined cost structures. This phase of his career sharpened his expertise in operating large, value-oriented retail businesses with a focus on returns and scalability.
What Anand Aiyer Brings to Peter England
Recognised for delivering strong results in competitive market environments, bringing together effective people leadership, process rigour, and a sharp understanding of business operations to drive performance at scale, Aiyer will focus on sharpening brand relevance, accelerating growth initiatives, and further strengthening the brand’s leadership position in the men’s fashion category at Peter England.
His appointment underlines ABFRL’s commitment to building robust leadership teams to steer its iconic brands towards sustained and scalable growth.
As Peter England steps into its next chapter, growth can no longer be measured simply by adding stores to the map. The harder, more consequential work now lies in execution—tightening product and category logic, rebuilding a sharper emotional connect with younger consumers, and ensuring omni-channel growth is profitable, not just visible. For a mass brand operating in an increasingly crowded and value-sensitive market, the real test is modernisation without erosion: staying current without losing the trust and accessibility that built the brand in the first place. That is the balance Anand Aiyer will be expected to strike—protecting Peter England’s formidable scale while decisively steering it toward a more contemporary, future-ready retail play.
On December 9, 2025, Arvind Fashions had announced that Anand Aiyer, chief executive officer for the brand Arrow, and senior management personnel had resigned due to personal reasons. Nitesh Kanchan has taken over as the CEO for Arrow.
