Peter Alexander (brand)

Last updated

Peter Alexander
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.

Contents

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 ]

Just Group's owner Premier Investments plans to launch Peter Alexander in the UK, with three stores and a UK online store set to open by November 2024. [4]

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.
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