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    Peter England to get family makeover

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    , leading mid-segment menswear brand from the house of , will soon get a makeover as a complete family brand. The company will roll out a chain of exclusive stores under the brand, and these will sell both apparel and accessories catering to men, women and kids. Christened as ( Exclusives), the first store is expected to come up by April-May, 2008.

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    The menswear brand from the house of Aditya Birla Fashion and Retail Ltd announced the strategic collaboration with the Government's India Handloom Brand to work together to promote the handloom industry

    “It would be premature to share more details on this new venture, but we believe there is a huge market in this segment that is yet to be tapped. Now we are in the process and expect to hit the market by next April-May,” R Satyajit, COO, PEEX, told Indiaretailing.

    Spread across 12,000-15,000 square feet, PEEX will be a one-stop shop for the entire family. It is learnt that the first store will come up in Bangalore and then move on to other cities across the country.

    “We haven’t targeted any particular locations, but we will start from the South,” a company spokesperson informed. According to him, the company will invest around Rs 400 crore in this retail venture.

    Recently, Madura Garments (part of ) separated its fashion brands (Van Heusen, Allen Solly and Louis Philippe) and its popular brand Peter England.

    The company has appointed Alok Malik as the president of Peter England Fashions and Retail. Malik comes in from . The company will also have an expat CEO, Zeena Freeman. has been appointed for facilitation of the business plan and execution.

    Peter England saw retail revenues of Rs 200 crore in the last financial year. The brand has been growing at 25 per cent year-on-year. Its retail network encompasses around 230 franchise stores, 30 company-owned stores, and several wholesale stores across the country.

    – Vishnu Rageev R, Bangalore Bureau