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 2,000 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 6,000 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.
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!
Over the last 34 years, Peter Alexander Sleepwear has grown with leaps and bounds from a pure catalogue based business to a multi-channel business with over 140 retail stores across Australia and New Zealand.
Peter Alexander remains the Creative Director of the brand.