IndiaRetailBiz

“Good retailing is like good story telling. When you control the entire chain, the destiny is in your control.” — Zeena Freeman, CEO, Peter England People.

Having already launched two large format Peter England People stores in Bangalore and Mumbai, the Kumar Mangalam Birla owned Aditya Birla Nuvo, launched its third family apparel store in value segment on Tuesday at Jubilee Hills area in Hyderabad. Only last week, Peter England had launched its second ‘People’ store in Mumbai.

The store spread over 12,000 sq ft retail space is part of an ambitious 100 store plan to be executed over a period of the next five years. This will entail an investment of Rs. 400 crore and generate an estimated revenue of about Rs. 1,300 crore a year.

The move to open company owned/ company operated stores is a part of the group’s long term strategy to take its sales through direct retailing channels from 40% at present to as high as 80% in the next five years.

Explaining the benefits of preferring direct channels to retail through intermediaries, Ashish Dikshit, President, Lifestyle Retail, Madura Garments, says, “In a retail outlet, the consumer votes with cash. Feedback is also more direct compared to the feedback coming from partners that could be filtered.”

Madura Garments Division, besides owning Peter England brand in the value segment, also owns Louis Phillippe, Van Heusen, and Allen Solly brands in the high-end.

Peter England will soon be two more large format ‘People’ stores in the national capital.

Apart from Hyderabad, the brand is looking at opening similar stores in Vijayawada, Visakhapatnam, Guntur and other large towns of Andhra Pradesh.