'Men's Obsession': Peter England's 1st anchor store format

Peter England, the men's wear brand from Aditya Birla Fashion & Retail (ABFRL), recently launched its anchor store format, 'Men's Obsessions' at Commercial Street in Bangalore. Spread across 5000 sq ft , the launch takes their brand representation a notch above by introducing what it calls a holistic retail experience with offerings that include apparels, accessories, grooming, salons, etc. The store format will be taken mainly to malls and to a few high street locations in the metros.

Working closely, Mohit Saxena, Head – VM, Peter England, who works closely with Jack Ribas, VM director for Peter England, shared with Retail4growth, “The basic idea was to create a one-stop-store for men. The design concept works around three different objectives – showcasing the brand legacy, positioning as value retailer and what the brand targets to becomes. To showcase the heritage of the brand, which was originally founded in Ireland to make soldier uniforms during World War, the store has been given an industrial and raw look with similar fixtures, white-washed walls and grey ceiling. To target the value and niche segment, a lot of price communications have been added around the store. We are in the process of incorporating a number of digital signages in the store.”

Peter England has three store formats today – the general Peter England store, Red Identitity for the tier-IV and tier V towns and now the Men's Obsession format.

Store Credits

Fixtures : Elemental Fixtures

VM Elements : Space Edge

Main Signage : Atzee Enterprises

Backlit Signages : Omkar Enterprise

Mannequins : Glamour Mannequins