Peter Alexander

Peter Alexander is an Australian sleepwear brand founded by designer Peter Alexander, who remains its creative director. It is owned by Premier Investments and sells colourful pyjamas, slippers and gifts through around 135 stores in Australia and New Zealand.

What is Peter Alexander?

Peter Alexander is an Australian label best known for colourful sleepwear. The range also includes slippers, candles, gift products, dog accessories and licensed collections featuring characters such as Winnie the Pooh and Paddington Bear.

History

The brand was founded by designer Peter Alexander. Just Jeans acquired it in 2000 and Peter Alexander stayed on as creative director. It later sat within Just Group under Premier Investments, and when Premier's other apparel brands moved to Myer in January 2025, Peter Alexander remained with Premier.

Distribution

At the time of its 2024 UK launch the brand had about 135 locations in Australia and New Zealand. It entered the UK online in October 2024 and opened three stores at Bluewater, Westfield Stratford City and Westfield London. In August 2026 Premier announced the brand's exit from the UK, closing all three stores; the Australian website continues to ship to the UK. Five new Australian stores, including a Sydney flagship, are planned for 2027.

Why it matters

Peter Alexander shows how a focused sleepwear and gifting proposition can sustain a large specialty store network, and its UK experiment illustrates the difficulty of exporting a domestic retail format.

Frequently asked questions

Who owns Peter Alexander?

Peter Alexander is owned by the Australian retail group Premier Investments.

Is Peter Alexander still in the UK?

No. In August 2026 Premier Investments announced it was leaving the UK and closed all three Peter Alexander stores there.

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