Heritage

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' and 'awe-inspiring'.

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 England shirt.

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 segment.

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.

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