In association with “Softlogic”, opens its first exclusive store in Colombo

Colombo, 5thSeptember, 2016:Peter England, the leading international men’s apparel brand, today announced its successful foray into Sri Lanka. In association with “Softlogic”, the brand launched its first exclusive store in Colombo, Sri Lanka. Established in Ireland, 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.

Speaking about the Sri Lankan foray, Mr. Ashish Dikshit, Business Head – Madura F&L, Aditya Birla Fashion and Retail Ltd. said,"Our in-depth market research revealed that the country, besides witnessing a growing retail market, the island country of Sri Lanka is also very similar in nature to the Indian market when it comes to menswear fashion. Peter England has been associated with contemporary English style, great quality and delivering the right value to the consumers. Our partnership with “Softlogic“ gives us the expansion support required to ensure that we providecontemporary English fashion to the customers. We look forward to the foray contributing significantly to our growth and profitability in the years ahead.”

Peter England has successfully created a strong presence in India as the leading menswear brand. Srilanka offers a huge potential in menswear fashion and the brand continues to offer quality clothing and distinct styling to the discerning men in the new market.

Mr. Ashok Pathirage, Chairman of Softlogic Holdings PLC had this to say, “Peter England is a great menswear brand and we are very pleased on this occasion to open our new flagship brand store in a key location of Colombo. The demand for a quality all-encompassing menswear brand has been keenly felt among the urban male audience, a gap that we have wanted to fill for some time with the right brand. Softlogic, as a key player in the retail fashion landscape of the country have played a catalyst role in bringing in many world class international fashion labels to the country. Over the recent past few years we have witnessed and have been encouraged by the increasing consumer shift to branded apparel. Thereby as a business we see tremendous potential in this segment and are very eager to bring more access to brands like Peter England in Sri Lanka. We are confident that there will be great response from the customers towards this contemporary English fashion brand.”

The Peter England collection at the store comprises of Men’s Shirts, Pants, T-shirts,Polo’s , Suits, Blazers, Waist coats,Accessories, Jeans/Denims and is available at a price range of Rs.550 and upwards.

Store Address: No. 14, De Fonseka Place, Colombo 05.

The Image shows from left: Mr. Ashish Dikshit, Business Head – Madura F&L, Aditya Birla Fashion and Retail Ltd. and Mr. Ashok Pathirage, Chairman of Softlogic Holdings PLC cutting the ribbon of the newly opened Peter England Showroom.

The image shows from left: Mr.Ashish Oberoi – Retail Director - Peter England, Mr. Ashish Dikshit, Business Head – Madura F&L, Aditya Birla Fashion and Retail Ltd., Mr. Ashok Pathirage - Chairman of Softlogic Holdings PLC, Mr. Shoaib Farooqi –Chief Advisor – International Market Development & New Projects– Madura F&L, Aditya Birla Fashion and Retail Ltd., Mr. Girish Nambiar – Head of Branded Exports & IB Aditya Birla Fashion and Retail Ltd.