Peter Alexander in Westfield White City
The Australian premium sleepwear focussed brand, Peter Alexander, has launched online at the end of last month, followed by three high-profile London store openings – Westfield White City (2nd November), Westfield Stratford City (9th November) and Bluewater Kent (23rd November).
A household name in Australia and New Zealand where the brand operates over 135 stores, Peter Alexander has become an international go-to for premium nightwear, accessories, gifts and home fragrance. Fashion forward in its product execution and aspirational in its visual personality, Peter Alexander has carved out a reputation for delivering high impact international campaigns, collaborations and licensing partnerships delivered with a sense of fun and often with an element of the unexpected.
The nightwear collections are aimed at men, women and children with plenty of plus size ranges to provide nightwear for absolutely everyone. The UK’s legions of canine-loving consumers are also in for plenty of doggy delights courtesy of the brand – the brand’s mascot is super cute dachshund Penelope Jane, AKA Penny, who was inspired by Peter’s first pet.
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 cancles and all!) London, I just can’t wait to meet you.”
Peter Alexander, Founder and Creative Director
