Peter England Unveils New Retail Identity, Opens Largest Store in Bihar
Brand introduces refreshed retail concept with a 3,000 sq. ft. flagship store in Patna, inspired by its Londonderry heritage.
Peter England, one of India’s menswear brands from the house of Aditya Birla Lifestyle Brands Limited, has launched its refreshed retail identity with the opening of its largest store in Bihar. The new format has been introduced at a 3,000 sq. ft. flagship outlet spread across two floors in Kankarbagh, Patna.
The updated retail identity reflects the brand’s ongoing evolution. Originating in Londonderry in 1889, Peter England has been present in the Indian market for nearly three decades, building its reputation around trust, quality and accessibility. The latest transformation extends across its product portfolio, storytelling, brand identity and retail experience while retaining its established brand values.
As part of the refreshed identity, the store features a redesigned façade with a contemporary appearance. A digital display has been incorporated to present campaigns, product stories and seasonal brand content.
The interiors include several design elements inspired by the brand’s heritage. The Prince of Wales check appears in the denim section flooring and trial rooms, while references to the Griffin identity, craftsmanship-inspired finishes and Peter England’s shirt-making heritage are integrated throughout the store.
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.”
Speaking about the design approach, 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 Kankarbagh flagship houses the complete Peter England product portfolio, including denim featuring the Griffin logo, The Gentlemen's League cricket-inspired lifestyle collection, formalwear and occasion wear from The Bollywood Wedding collection.
According to the company, the flagship store represents the first phase of a wider retail transformation programme. Peter England plans to expand the refreshed retail identity across additional locations while maintaining its focus on trust, accessibility and craftsmanship that have defined the brand in India for nearly three decades.