Peter Alexander Sleepwear

Peter Alexander is a premier lifestyle brand specializing in designer sleepwear, loungewear, and footwear. Established in 1987 by Australian designer Peter Alexander, the brand quickly became famous for its high-quality fabrics, playful prints, and its signature dachshund mascot, Penny. Over the decades, it has evolved from a small mail-order business into a dominant retail powerhouse within the Australian and New Zealand fashion markets.

The brand's growth was accelerated after its acquisition by the Just Group in 2000. Today, it operates as a major label under the Premier Investments Limited umbrella. While the design and creative direction remain rooted in Australia, the manufacturing process is globalized, with production occurring across multiple countries to meet international distribution demands. The brand continues to maintain a strong physical presence through dedicated boutiques and department store concessions.