India’s menswear brand Peter England has opened a unique concept store that helps young professionals “progress through the first decade of their professional lives”.

Peter England Generation store, in Jaipur, a first of its kind for the brand, helps the young professional journey through the four key life stages (early 20’s, mid 20’s, late 20’s & early 30’s) with apparel that is designed to take care of his needs at each of these life stages. It’s a formula reminiscent of Abercrombie & Fitch’s failed Ruehl concept which failed to fire in the US – but may be a more successful solution for fast developing India.

The emphasis in the first life stage is on casual wear. In the second life stage the focus is on work casuals for the work life and hangout casuals for a great time with friends outside work.

Formal wear that has been the forte of Peter England for years is at the core of the third life stage. A line of perfectly crafted suits, blazers and wedding apparel makes this section unique. Adding to it is the newly launched Peter England traditions, a line of ethnic wear.

Stage four represents the “rejuvenated men”. Apparels offered are those that set men for the successes ahead.

First launched by Madura Fashion and Lifestyle (then known as Madura Garments) in the mid-price shirt segment in 1997, Peter England acquired the world rights for the brand in the year 2000.