Peter Alexander Brings Iconic Australian Sleepwear to the UK with Three Store Openings This November

Peter Alexander, the renowned sleepwear and lifestyle brand from Australia, is set to launch online in the UK at the end of October, followed by the opening of three standalone stores in November.

The brand, which was founded nearly 40 years ago, has become a household name in Australia and New Zealand, where it operates more than 135 stores. It is well-known for its high-quality nightwear, accessories, gifts, and home fragrance collections.

After finding success in its home markets, Peter Alexander is making its debut in the UK. The first store will open at Westfield White City on November 2, followed by Westfield Stratford on November 9, and Bluewater in Kent on November 23.

Peter Alexander, the brand’s founder and creative director, expressed his excitement about the expansion, saying: “When I started the brand 37 years ago on my mum’s dining room table, I would never have imagined that I’d end up with not just one, but three retail stores in the UK.

“But it’s been clear that the British have been loving my brand from afar, so I’m incredibly excited to bring the Peter Alexander brand and experience to you (sweet dreams, dachshunds, vanilla caramel candles and all!). London, I just can’t wait to meet you!”

Each of the UK stores will showcase the brand’s playful and glossy aesthetic, with a retail experience designed by Alexander himself. Shoppers can expect a “multi-sensory voyage of retail discovery” complete with the brand’s signature scent, eye-catching window displays, and a fun atmosphere featuring sleepwear and lifestyle collections for men, women, and children.

Peter Alexander’s iconic dachshund mascot, Penelope Jane, will continue to play a key role in the brand’s identity, with dog-inspired products and campaigns celebrating its whimsical nature. The UK launch will be accompanied by a comprehensive marketing campaign across PR, media, and outdoor advertising platforms.