Peter Alexander (brand)

Peter Alexander

Peter Alexander store in the Perth CBD
Industry	Fashion Retail
Founder	Peter Alexander
Parent	Premier Investments
Website	peteralexander.com.au

Peter Alexander is a brand of pyjamas, loungewear and giftware founded by Peter Alexander. It is owned by Premier Investments.

History

Peter Alexander worked from his mother's dining room table during the early days of the Peter Alexander brand. ^[1] He initially sold directly to department stores. When a store cancelled an order for 2,000 pairs of pyjamas in 1990, he took out a mail order advertisement in Cleo magazine. Alexander received 6,000 orders from that one advertisement alone. ^[2]

In 2000, Peter Alexander joined Australian retailer Just Group, effectively selling his business although remaining creative director within the structure of the Just Group. ^[3] After the sale, the brand Peter's PJs increased in popularity and the first stand-alone store was opened in Melbourne Central Melbourne Central Shopping Centre, shortly followed by Chadstone. The Just Group has since expanded its stores into every state of Australia.^{[ citation needed ]}

In late 2024, Peter Alexander launched in the United Kingdom, with three stores and a UK online store. ^{[4] [5]}

References

1. Dadson, Manika (13 September 2014). "Alert to pyjama possibilities" . The Examiner . Australian Community Media.
2. Saccotelli, Luisa (3 October 2004). "Pyjamas make the man". Australian Broadcasting Corporation. Archived from the original on 22 February 2014.
3. Waters, Cara (7 March 2016). "Peter Alexander on how to sell your business with no regrets". The Sydney Morning Herald . Nine Entertainment Co.
4. Greenblat, Eli (25 September 2024). "Smiggle demerger shelved as Premier Investments sales, earnings weaken" . The Australian. Retrieved 25 September 2024.
5. Kelly, Christopher (21 March 2025). "Peter Alexander offsets Premier's total sales slip". Ragtrader. Retrieved 20 November 2025.

External links

Official website