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Menswear brand Peter England, part of Aditya Birla Lifestyle Brands Limited, has unveiled its refreshed retail identity with the launch of its largest store in Bihar.
The new retail identity reflects Peter England’s ongoing evolution as it seeks to become more contemporary and aspirational while staying rooted in the values of trust, quality and accessibility that have defined the brand for decades. Established in Londonderry in 1889, Peter England has built a strong presence in India over the last three decades and is now enhancing its product offerings, storytelling, brand identity, and in-store experience.
A key highlight of the new retail concept is the redesigned storefront featuring a modern façade complemented by a dynamic digital screen that showcases campaigns, product collections and brand narratives. Inside the store, the brand’s heritage is reflected through design elements such as the iconic Prince of Wales check integrated into flooring and trial rooms, along with references to the Griffin emblem and Peter England’s shirt-making legacy.
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. 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.”
He added that the company plans to roll out the new retail identity across 100 stores by the end of FY27.
Sharing insights into the design philosophy, Priyank Karanam, Creative Director and Vice President – Design, Peter England, said the new retail identity brings the brand’s heritage to life through thoughtful design elements while creating a more modern and premium shopping environment for today’s consumers.
The Patna flagship offers the complete Peter England portfolio, including denim collections featuring the iconic Griffin logo, The Gentlemen’s League cricket-inspired lifestyle range, formalwear, and occasion wear from The Bollywood Wedding collection. Designed to provide an elevated shopping experience, the store represents the next phase of Peter England’s growth journey in India.
