At age 24, Peter decided it was time to be his own boss. When his female friends were unable to find comfortable women's pyjamas that weren't matronly styles, he decided to get into the pyjama game.
Working from his Mother's dining room table Peter began making women's pyjamas selling to department stores. When the phone rang, to make the business seem bigger Peter and his Mum would pretend to be someone else! When a department store cancelled an order for 2000 pairs of pyjamas, Peter turned his biggest set back into an opportunity. He then put a mail order advertisement in a popular women's magazine and the response was overwhelming. Peter was flooded with 5000 orders from one ad and since then he hasn't looked back!
Following this success the business started to grow and attract media attention. Peter was dubbed the ‘Pyjama King' by the Australian Media and the nickname has stuck to this day! His humorous, quirky and playful personality shines through in every collection. Each new collection has a unique theme and is inspired either by Peter's travels around the world, from Paris & New York to African Safaris or exciting design collaborations with Disney and Sesame Street just to name a few. Celebrities began wearing his pyjamas such as Delta Goodrem, Dame Edna, Joanna Lumley and Jennifer Saunders, Kylie Minogue, Miranda Kerr and Hugh Jackman.
These unique collections are designed to delight women, men and children alike and are loved around the world every night. Crafted from the most comfortable and luxurious fabrics, you'll find more than just pyjamas at Peter Alexander. There's also loungewear, daywear, footwear and gifts.
Peter was always an animal lover, even from a young age. But it was Penny who ignited Peter's passion for animal welfare. Peter is an ambassador for the RSPCA, constantly thinking of ways to raise money and awareness to help all creatures great and small.
One day he walked past an adorable little dachshund puppy in need of home. That was the day he found Penny who grew to become the beloved and iconic logo of the brand. As you walk through the pink doors today, you will see Penny almost everywhere, from the pyjamas to the gift packaging and even Penny dog shaped door handles!
The Just Group acquired the business in 2000. Since then, Peter Alexander Sleepwear has grown with leaps and bounds from a pure catalogue based business to a multi-channel business with 100 retail stores within Australia and New Zealand, with Peter Alexander himself as the Creative Director of the brand. In 2017, Peter Alexander celebrates 30 years of the brand.
Meet a man who knows what people like in bed! Peter Alexander has been Australia’s ‘King of Sleepwear’ for the past 25 years, and his well known brand is hailed, worn and coveted by anyone and everyone.
Whilst we've been sleeping, Melbourne based designer Peter Alexander has been building an enormously successful business, creating fun and fashionable sleepwear, daywear and giftwear.
After struggling at school with learning disabilities and not getting into University, he came across an idea and started a business on his mother’s dining room table. His business now has over 50 boutiques in Australia and New Zealand and growing. Not bad for a guy who simply saw a ‘gap in the market’ twenty five years ago.
Celebrities have taken a liking to his brand too. Over the last twenty five years, well known names such as Kylie Minogue, Salma Hayek, Toni Collette, Nicole Richie, the Hilton sisters and Lady Gaga have all been sleeping with Peter.
From the very beginning Peter Alexander sleepwear instantly connected with customers and now has a large and loyal following that has helped guide the success of the brand. Each month a new collection is released and filled with pretty pink and stylish designs with each collection telling a story from a Wild African Tale to a Holiday in Paris.
In amongst each collection you will see a beautiful little sausage dog Penny who was Peter’s beloved pet and also brand ambassador. Penny has flown to doggy heaven and now Peter has two new pooches Betty and Butch. His love of animals has lead him to be an avid supporter of the RSPCA and has collaborated with the charity and been awarded Ambassador Status for his contributions and awareness.
Why is he just so good in bed - only he can answer that!!
Sweet Dreams xoxo