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G+G Creates Brand & Retail Experience for Madura Garments
Monday, August 4, 2008

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."

 

 

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