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Peter England to tap value retail format

22
Jun '09
Peter England Fashions & Retail (PEFR) is revamping its strategies and is coming out with a value retail format, said Mr Aloke Malik, President of PEFR. PEFR is a division of Aditya Birla Nuvo.

As part of the strategy, the new value format will sell apparels between a range of Rs 249 and Rs 449 and PEFR will also revive some brands like as Elysee, Byford, SF Jeans and Spin Off.

Regarding the decision to tap this segment, Mr Malik said, the consumer in the last few months is downtrading across the whole apparel range and are shifting towards hyper market offerings.

Peter England is the largest selling shirt brand in the country and has an impressive portfolio of internationally styled garments, offering value for money, which is the hallmark of all Peter England products.

Fibre2fashion News Desk - India


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