Peter Alexander (brand)
 Peter Alexander store in the Perth CBD | |
| Industry |
|
|---|---|
| Founder | Peter Alexander |
| Parent | Premier Investments |
| Website | peteralexander |
Peter Alexander is a brand of pyjamas, loungewear and giftware founded by Peter Alexander. It is owned by Premier Investments.
History
[edit]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
[edit]- ^ Dadson, Manika (13 September 2014). "Alert to pyjama possibilities". The Examiner. Australian Community Media.
- ^ Saccotelli, Luisa (3 October 2004). "Pyjamas make the man". Australian Broadcasting Corporation. Archived from the original on 22 February 2014.
- ^ Waters, Cara (7 March 2016). "Peter Alexander on how to sell your business with no regrets". The Sydney Morning Herald. Nine Entertainment Co.
- ^ Greenblat, Eli (25 September 2024). "Smiggle demerger shelved as Premier Investments sales, earnings weaken". The Australian. Retrieved 25 September 2024.