Trivandrum: Peter England, India’s leading menswear brand from Aditya Birla Fashion and Retail Limited, today inaugurated its largest flagship store in Kerala in Thiruvananthapuram. The grand launch marks an important new chapter for the brand, introducing a revamped retail identity alongside a vibrant celebration of the spirit of Onam through art, music, and culture.
The launch event was held in the presence of Anand Aiyer, Chief Business Officer at Peter England, who shared the brand’s vision to deepen its connection with consumers across Kerala by collaborating with local creators. Joining the celebration was homegrown rapper and artist, The IMBACHI, who engaged in a live interaction with the press and consumers, unveiling a brand-new music track and video co-created with Peter England specifically or the festive season.
Earlier, interacting with the media, Anand highlighted that this flagship store represents a major leap forward in expanding the brand’s retail footprint in South India. This is the 31st store in Kerala, but as the largest Peter England store, it serves as a physical anchor to showcase the brand’s complete product universe under one roof. It transitions the brand from a traditional apparel retail outlet into a vibrant lifestyle destination that deeply integrates with the local community through cultural collaborations. Launching during Onam allowed the brand to establish a deep, localised emotional connection with Kerala’s shoppers right at the state’s cultural heart.
Guests at the launch experienced an exclusive walkthrough of the new Onam collection, highlighting a unique artist collaboration with Floating Canvas. Additionally, the flagship store marks the highly anticipated debut of Vybe, Peter England’s contemporary sub-brand.
The new flagship destination reflects a modern design philosophy, offering an immersive shopping experience with diverse apparel collections ranging from sharp formals to casual wear. The revamped retail identity debuts a modernised approach to the shopping experience, focusing on cultural integration, youth appeal and immersive storytelling.
