Menswear brand Peter England, part of Aditya Birla Lifestyle Brands Limited, has introduced a new retail identity, marking what the company describes as a new chapter in its evolution. The redesigned format debuted at the brand’s largest store, located in Kankarbagh, Patna, Bihar.
The flagship store spans 3,000 square feet across two floors.
The rebrand draws on the company’s origins in Londonderry, dating to 1889. Peter England has operated in India for nearly three decades, building a presence centered on affordability and quality.
The new store design includes a digital screen on the façade for displaying campaigns and brand content. Inside, the Prince of Wales check pattern appears as a recurring design element, including in the flooring of the denim section and in trial rooms. The store also incorporates references to the brand’s Griffin logo and shirt-making history.
Commenting on the launch, Anand Aiyer, Chief Business Officer, Peter England, said, Our refreshed retail identity marks an important milestone in Peter England’s evolution. It brings together a cleaner, more contemporary expression of the brand while staying rooted in the heritage, craftsmanship and trust that have defined Peter England since its origins in Londonderry. As we embark on this new retail chapter, we are excited to debut the identity at our largest store in Bihar, a market that continues to demonstrate a strong and growing appetite for quality and style. The aim is to introduce this new retail identity across 100 stores by the end of FY27.”
On the design vision behind the new identity, Priyank Karanam, Creative Director and Vice President – Design, Peter England, said, “The new retail identity is an expression of Peter England’s heritage reimagined for today. The fluted pillars, the Prince of Wales check in the flooring, and the Griffin are not decorative choices; they are thoughtful design integrations through which our Londonderry story comes to life. The new identity is quieter, more modern, more considered and more premium, while remaining unmistakably. Peter England. It is the same brand, thoughtfully reinvented for a new generation of consumers.”
The Patna store carries Peter England’s full product range, including denim under the Griffin branding, The Gentlemen’s League cricket-themed collection, formalwear, and The Bollywood Wedding occasion-wear line.
Peter England, launched in India in 1997, sells more than 14 million garments annually through over 1,100 exclusive stores, 3,500-plus multi-brand outlets, and an e-commerce channel, reaching more than 800 towns.
