Aditya Birla’s Peter England forays into Sri Lanka

The Dollar Business Bureau

Peter England, the clothing brand of Aditya Birla Fashion and Retail Ltd, announced its entry into Sri Lanka’s market with an exclusive retail outlet in the country’s capital city, Colombo.

“Peter England announced its successful foray into Sri Lanka. Peter England has successfully grown as one of the most popular Menswear brands in India. The brand is betting on the fastest growing retail sector in Sri Lanka,” the company said in a statement.

The company has launched the outlet in partnership with Sri Lanka's Softlogic Holdings.

Ashish Dikshit, Business Head - Madura F&L, Aditya Birla Fashion and Retail Ltd said, according to our thorough market research, apart from witnessing a growing market for retail, the island nation of Sri Lanka is also quite alike in nature to the market in India with regards to Menswear fashion.

Our association with Softlogic provides us the support for expansion needed to ensure that we offer latest English fashion to the consumers. We are looking forward to the foray contributing considerably to our profitability and growth in the coming years, he added.

Peter England brand is available in more than 650 exclusive outlets and 2,000 multi-brand stores in over 350 towns in India.

Ashok Pathirage, Chairman of Softlogic Holdings PLC said that Peter England is a great brand for Menswear and we are very happy to launch a new flagship brand outlet at a key location in Colombo.

The demand has been keenly felt for an all-encompassing quality brand for Menswear amongst the urban male customers, a gap we have desired to fill for some time with a right brand, he added.

Softlogic holdings is a major player in the fashion landscape of Sri Lanka and has played the role of a catalyst in bringing several world class foreign fashion labels into the country.