Peter England etched its beginnings in
the latter half of the 19th century, when the
foundation for a five-storey building was laid
in Londonderry, Ireland, in the summer of 1885.
Three years later, an imposing factory had come
up on the site, humming with heavy looms and machinery.
It was considered a modern industrial marvel,
and the press of the time described it as 'magnificent'
The brand's debut was even more inspiring considering
that the world was in the midst of conflicts and
the shadow of the Great War was looming over the
United Kingdom. But the clouds of war also brought
in prestigious clientele — the British war ministry
placed an order with Peter England to outfit the
troops being sent to fight in the Boer War.
This was a turning point in the history of the
brand. The order meant that the highest quality
apparel had to be delivered at an honest price,
a challenge that Peter England met with outstanding
success. It is a story that has been replicated
in the following years as a testament to the quality
and the value-for-money offered by each Peter
Peter England was launched in India in 1997.
A new India was emerging, a land of growth and
opportunity. The apparel consumption behaviour
was undergoing a sea change, and there was a huge
market opportunity waiting to be explored. Consumers
were exposed to branded formal menswear, but there
were no dominant national players in the mid-priced
Madura Fashion & Lifestyle recognised the huge
opportunity that was theirs for the taking. With
4.5 million urban men who were in the market for
shirts with international finish and quality,
it was imperative that they find an international
brand with a reputation for excellent quality
and modern style at value-for-money prices. The
search ended with Peter England that had, in the
century since its inception, forged a name both
for product excellence and for down-to-earth prices,
reflecting in its tag 'The Honest Shirt'.
The launch of Peter England nationwide through
a massive advertising campaign marked the entrance
of the first international mid-priced shirt in
India. It was clearly positioned as an international
quality brand at honest-to-goodness prices. The
brand found immediate acceptance with a large
segment of the male population who wanted to look
good at work without having to pay a heavy price.
Peter England sold 400,000 shirts that first year.
Over the next few years, the brand extended its
range to include trousers, casuals and suits.
Today, brand's market share has soared, making
Peter England the market leader in the men's mid-price
western apparel segment.