Peter Alexander: The Pyjama King
Peter Alexander embodies the spirit of entrepreneurship. At just 24 years old, he decided it was time to forge his own path. Noticing a gap in the market for comfortable, stylish women’s pyjamas, he ventured into the world of sleepwear.
From the humble beginnings of his mother’s dining room table, Peter started crafting women’s pyjamas and selling them to department stores. To give the impression of a larger operation, he and his mother would often assume different identities when answering the phone.
A turning point came when a department store cancelled an order for 2,000 pairs of pyjamas. Turning this setback into an opportunity, Peter placed a mail-order advertisement in a popular women's magazine. The response was overwhelming, with 6,000 orders flooding in from that single ad, and Peter’s business took off from there.
As his business grew, so did media attention. The Australian media crowned him the 'Pyjama King,' a nickname that has endured. Peter’s collections are known for their humour, quirkiness, and playfulness, with each collection inspired by his global travels or exciting collaborations with brands like Disney and Sesame Street.
In 2000, The Just Group acquired Peter Alexander Sleepwear. Under Peter’s creative direction, the brand has expanded from a catalogue-based business to a multi-channel empire, boasting 100 retail stores across Australia and New Zealand. Peter Alexander’s journey from a small dining room operation to a celebrated brand is a testament to his vision, creativity, and entrepreneurial spirit.
