Peter Alexander

Peter Alexander’s journey from a young, ambitious 24-year-old to the globally recognised "Pyjama King" is a testament to resilience, creativity, and entrepreneurship. Starting with the simple idea of designing stylish and comfortable pyjamas for women who couldn’t find any that weren’t matronly, Peter launched his business from his mother’s dining room table. In the face of early struggles, such as financial challenges, dyslexia, and a lack of experience in both fashion and business, Peter’s passion and determination kept him going.

The turning point came when a department store cancelled an order for 2,000 pairs of pyjamas. Undeterred, Peter turned this setback into a golden opportunity by placing a mail-order advertisement in a popular women’s magazine. The response was overwhelming, with 6,000 orders flooding in from just one ad. That moment set the stage for the meteoric rise of Peter Alexander Sleepwear.

What began as a humble business grew exponentially, earning Peter the title of “Pyjama King” from the Australian media. The business not only specialised in pyjamas but expanded into loungewear, daywear, footwear, and even gifts. Peter’s designs are inspired by his travels around the world, from Paris and New York to African safaris, and his playful, quirky personality shines through in each collection. Collaborations with iconic brands like Disney and Sesame Street added to his reputation as a creative innovator.

Celebrities, including Kylie Minogue, Miranda Kerr, Dame Edna, and Hugh Jackman, embraced Peter’s luxurious pyjamas, cementing his place in the fashion world. However, despite the fame and success, Peter’s focus has always been on creating a brand that is both fashionable and comfortable.

Peter’s love for animals has been a driving force behind his personal and professional life. His beloved dachshund, Penny, became the iconic face of the brand, appearing on pyjamas, gift packaging, and even door handles in Peter’s stores. A passionate advocate for animal rights, Peter is an ambassador for the RSPCA and uses his platform to raise awareness for animal welfare.

Under Peter’s leadership, the brand has evolved from a catalogue-based business to a multi-channel success, with over 120 retail stores in Australia and New Zealand. The acquisition by The Just Group in 2000 marked the beginning of even greater growth, with Peter continuing as the brand’s Creative Director. Today, Peter Alexander Sleepwear is part of Premier Retail, alongside the Smiggle brand.

Peter’s story is one of perseverance, creativity, and passion. He’s an inspiring speaker who candidly shares the highs and lows of building a global brand, offering valuable lessons on business, creativity, and overcoming adversity. From battling setbacks to becoming an iconic brand, Peter Alexander’s journey is a testament to the power of staying true to your vision.

Invite Peter to your next event and let him inspire your audience with his incredible story of success, resilience, and the importance of following your passion.