Mumbai: Aditya Birla Nuvo''s Peter England Fashions and Retail Ltd has decided to launch Peter England family stores that will house men''s, women''s and kids'' wear, along with accessories.

The launch would happen by mid-next year, according to Aloke Malik, president, Peter England Fashions and Retail Ltd.

According to Malik, work on the stores is already underway, and the company expects to crystalise something by December. It plans to open a limited number of large format, mid-value stores, admeasuring 10,000-15,000 sq ft in size, which will leverage the established brand equity of Peter England.

These stores are targeted at sub-35 age bracket, and will host the company''s brands in segments where they have a manufacturing facility.

The company is evaluating outsourcing options for its kids'' wear segment, according to Malik.

Targeting young office goers, Peter England launched its premium shirts, branded Peter England Elite. Aggressive ad campaigns are in the loop to promote this new range through outdoor media, print, on ground methods, along with the Internet, according to Venkataramani K, brand director, Peter England.

Priced between Rs995 to Rs1,395, Peter England shirts and trousers would be available in its flagship and select retail outlets. The new brand focuses on the mid-priced aspiring customer.

In the first phase, Peter England Elite will be launched in Delhi, Mumbai, Bangalore, Pune and Nagpur. Its countrywide distribution will take about 6-8 months.

According to Malik, Peter England garnered revenues of Rs270 crore during the current fiscal, and plans to create a Rs500-crore Peter England brand within 3-4 years.