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!
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.