Peter Alexander Australian fashion designer Country: Australia

1. Biography of Peter Alexander
2. Designing Sleepwear
3. Changing Sales Strategy
4. Expansion and Recognition
5. International Venture and Philanthropy

Biography of Peter Alexander

Peter Alexander, an Australian fashion designer, is best known for his line of underwear and sleepwear. Born in Melbourne, he did not enjoy much popularity in school and was considered a failure by many. Soon after school, Peter started working at 'Sportsgirl'.

Designing Sleepwear

Peter decided to pursue the design of sleepwear after several conversations with female acquaintances who complained about the limited options available in the market. They felt that the existing Australian market lacked comfortable yet stylish women's pajamas. In 1985, Peter left 'Sportsgirl' and established his own label, 'Peter Alexander Sleepwear'. With some sponsorship from his parents, Peter initially made his pajamas on his mother's dining table.

Changing Sales Strategy

Initially, Peter sold his sleepwear through retail networks. However, when one of his clients canceled an order for 2000 pajamas, he decided to change his sales strategy. Out of desperation, Peter placed an advertisement in the magazine 'Cleo' and soon received around 6000 orders. By 1995, Peter Alexander's creations were not limited to Australia alone. His sleepwear was being shipped to New Zealand, the United States, and the United Kingdom. The expansion of his market was further facilitated by his adoption of online sales.

Expansion and Recognition

In 2000, the 'Peter Alexander Sleepwear' label became a part of the 'Just Jeans' group of companies. After the merger, Peter retained his position as the label's manager. In 2002, Peter Alexander developed an exclusive line of bed linen for 'Sheridan'. In 2004, the first standalone store of the 'Peter Alexander Sleepwear' label opened in the Melbourne Central Shopping Centre. Similar stores were later established in other Australian states.

International Venture and Philanthropy

In 2008, Peter Alexander opened his first store in the United States, in Los Angeles. Two more stores were subsequently opened in the country. Unfortunately, all the American stores closed in 2009 due to the economic crisis. Peter Alexander is rightfully considered one of the most outstanding pajama and sleepwear designers, often referred to as the 'Australian king of pajamas'. Additionally, he is known for his activism in animal rights and participation in various charitable projects.