Graj + Gustavsen (G+G), an integrated branding firm known for building
and revitalizing consumer brands announced that it was retained by Madura
garments, a division of Aditya Birla Nuvo, to create a global retail
brand. G+G conceptualized 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."
The first Peter England PEOPLE store opened in May 2008 in Mumbai.
The 15,000 square-foot apparel and accessories store includes men's,
women's, children's, babies, and youth departments, with such interactive
features as a photo booth and custom T Shirt bar. The company's aggressive
growth plans include the opening of four additional stores this summer
in Bangalore, Hyderabad, and Delhi, with a total of 10 stores by the
end of fiscal year 2008-2009.
"We were very pleased to work with Graj + Gustavsen, as their
insight into international retail trends and consumer behavior along
with their expertise in creating retail experiences proved invaluable
in creating Peter England PEOPLE," said Peter England PEOPLE CEO
Zeena Freeman. "We believe we now have the right platform in place
to become India's favorite family brand and the dominant specialty apparel
retailer, which we can ultimately expand into countries around the world."