Gaj + Gustavsen (G+G), an integrated branding firm known for building and revitalising consumer brands, today announced that it was retained by Madura Garments, a division of Aditya Birla Nuvo, to create a global retail brand. G+G conceptualised the brand identity, image, store design and positioning of Peter England People, a new vertically branded retail concept catering to India’s burgeoning middle class.
“We built on the heritage and brand equity of Peter England to expand the trusted menswear brand into a unique retail experience designed to engage and entertain the entire family,” said Simon Graj, founding partner of G+G.
“Working closely with the team in India, we created Peter England People, a modern, international, fun retail experience in a loft-like space that serves as a gallery for a colorful mix of products and interactive store elements. Inspired by India’s rich marketplace of bazaars and vibrant energy, Peter England People blends a global perspective with local market flavor.”
Madura’s aggressive growth plans include the opening of four additional stores this summer in Bengaluru, Hyderabad, and Delhi, with a total of 10 stores by the end of fiscal year 2008-2009.