With the launch of its first exclusive store in Panjim, Peter England looks at meeting its industry retail expectations and growing in the state
Peter England recently launched its first exclusive store inPanjim in the famous Vaglo buiding. The store has been designed to offer acomplete array of fine-crafted formal shirts and trousers, sharp suits andblazers and accessories. The brand’s style is amalgamated very well withoverall tastes and preferences of people in Goa. Kedar Apshankar, COO, PeterEngland says, “We should have opened it in the month of December during the festiveseason but property related issues delayed the process. We have launched thiswith fresh merchandise and straightaway enter spring summer 2013. However, webelieve that the current retail landscape of Panjim, as it stands today, thisstore will stand out for its location and for a very ethical franchisee who isgoing to manage the store.”
Sachin Vagle, Partner, A G Vaglo who own the store, says“Our merchandise varies from casual shirts and jeans to formal shirts,trousers, suits and ties. In addition to this, we also have Indian ethnic wearand blazers on display. Our casual collection is made up of Egyptian Gizacotton whereas the ‘elite’ formal collection is made up of premium cotton.Also, out ethnic wear collection boasts of pure silk and polyester. This setsus apart from other brands”.
According to Apshankar, Peter England holds the maximumamount of market share in the category it operates. With the largest network of500+ stores across the country and growing, Apshankar is confident about havingin excess of 650 stores across India by the next fiscal year-end.” With regardsto their future plans in Goa, Peter England has already chalked its plans forthe next one year. Apshankar adds, “In a span of one year, we plan to open onemore store in Panjim, apart from a store in Margao and Mapusa.”
The merchandise and the accessories available at the storemake it clear that Peter England is not a super-premium luxury brand but amainstream fashion brand. Apshankar elaborates, “As a brand we believe in beingrelevant to relatively younger customers – who are in their mid 20s to theirmid 30s – who also form our primary target group. We want to service the largemiddle and upper middle class of this country. All our products are made with aview to offer quality, consistency and smart fashion. They have been pricedwith a lot of thought and to make sure that they are not beyond the reach of anormal person. We are a value brand. Good quality at smart prices. That’s ourethos and we will continue to build that.”
