Shoppers Stop has launched STOP × Peter England, an exclusive collaboration between its STOP Menswear label and Aditya Birla Lifestyle Brands’ Peter England, bringing together the two brands’ expertise in menswear.
The collaboration marks a new phase for STOP Menswear, with the label transitioning into a dedicated association with Peter England. The proposition combines STOP by Shoppers Stop’s understanding of evolving consumer preferences with Peter England’s expertise in accessible, quality menswear.
The new collection focuses on versatile formalwear and wardrobe essentials for work and celebratory occasions, with an emphasis on contemporary styling, comfort and modern fits.
Commenting on the launch, Kavindra Mishra, Customer Care Associate, MD and CEO, Shoppers Stop, said, “For decades, STOP has been an integral part of Shoppers Stop's fashion journey and has earned the trust of millions of customers. As consumer preferences continue to evolve, we wanted to reimagine the brand for the next generation. Our collaboration with Peter England brings together two iconic names in Indian menswear to deliver exceptional quality, contemporary style and greater value for our customers. We are delighted to introduce STOP × Peter England and look forward to this exciting new chapter.”
Vishak Kumar, CEO, Aditya Birla Lifestyle Brands Limited, added, “Our association with Shoppers Stop is over two decades long. As we looked at ideas to serve more customers together, one powerful thought started growing on us - the idea of building a dedicated super-value collab line from Peter England for the Shoppers Stop customer. At Peter England, it required us to understand the nuances of this consumer, which has inspired a value-packed offering designed to meet their needs. The outcome is a line that packs world-class quality at prices that we hope will delight the Shoppers Stop customer.”
The collaboration was unveiled at Shoppers Stop, Orion Mall, Bengaluru, in the presence of senior leadership from both brands.
The collection features a range of formal menswear designed around the changing lifestyles of Indian consumers, while retaining the established positioning and heritage of both STOP and Peter England.
