Peter Alexander Sleepwear: Official Store, History & Guide

Few things match the simple comfort of slipping into a great pair of pyjamas. If you’ve come across the name Peter Alexander and wondered whether you’re looking at a sleepwear brand or a TV journalist, you’re not alone — and the answer matters more than you might think.

Founded: 1987 ·
Headquarters: Australia ·
Parent company: Premier Investments ·
Product categories: Pyjamas, loungewear, giftware ·
Official website: the official Peter Alexander website

The table below summarises key brand attributes.

Where can I buy Peter Alexander pyjamas?

Official online store

The only authorised websites selling genuine Peter Alexander products are peteralexander.com.au (Australia), peteralexander.co.nz (New Zealand), and peteralexander.co.uk (UK). According to the brand’s own Brand Protection page, any other website selling its products is not affiliated with the brand. The official online stores carry the full range: women’s pyjamas, men’s sleepwear, kids’ pyjamas, slippers, and giftware.

Physical retail locations

Peter Alexander operates over 120 retail stores across Australia and New Zealand, according to the brand’s official brand page. Major shopping centres such as Pacific Fair and Westfield Australia host store listings with published trading hours. The Pacific Fair listing describes the brand as selling “funky, fun and fashionable pyjamas for men, women and children.”

Outlet stores and sales

Peter Alexander runs outlet stores in Australia that offer discounted pyjamas and loungewear from previous seasons. These are listed on the official website’s store locator via the “Find A Store” footer link, as noted on the brand’s Brand Protection page. The outlet range typically includes clearance items, but availability varies by location and season.

The implication: Peter Alexander’s retail strategy is deliberately controlled. By limiting sales to its own channels, the brand protects pricing consistency and authenticity — but shoppers lose the convenience of finding it on general retail platforms.

Is Peter Alexander the singer the same person as the sleepwear designer?

Peter Alexander brand founder biography

The Peter Alexander sleepwear brand was founded by a designer named Peter Alexander, who started the business in 1987 from his home. Premier Retail’s history page confirms the brand was established that year. Wikipedia notes that after a cancelled order for 2,000 pairs of pyjamas in 1990, the brand ran a Cleo magazine mail-order advertisement that produced 6,000 orders — a turning point that launched direct-to-consumer sales.

Difference between the brand and other notable people named Peter Alexander

The brand Peter Alexander is a separate entity from the Austrian-German singer Peter Alexander (1926–2011), who was a popular entertainer in German-speaking Europe. They share a name but have no connection. The sleepwear brand operates solely in fashion and homeware, while the singer belonged to the entertainment industry. Peter Alexander’s help center describes the brand’s identity as a fashion retailer.

The pattern: name confusion is common but resolvable. The brand’s own materials make no reference to the singer, and its corporate structure (Premier Retail) is purely retail-focused.

How rich is Peter Alexander?

Company financial performance

The net worth of founder Peter Alexander is not publicly disclosed. The brand’s financial performance is reported indirectly through Premier Retail, its parent company. Premier Retail states that Peter Alexander now operates in Australia, New Zealand, the United Kingdom, the Republic of Ireland, Singapore, and Malaysia — international growth that suggests substantial revenue, though exact figures remain private.

Parent company Premier Investments

Premier Investments (now Premier Retail after a 2025 restructure) owns both Peter Alexander and Smiggle. The 2025 restructure separated these two brands from the remainder of the Just Group, which was later acquired by Myer Holdings Limited, according to Premier Retail’s history page. This corporate move suggests Peter Alexander is seen as a core strategic asset within the group.

What this means: without public financial disclosures, the founder’s wealth remains speculative. The brand’s 120+ stores and multi-country presence, however, indicate a successful enterprise within the Australian retail landscape.

Is Peter Alexander still married?

Peter Alexander journalist personal life

This question applies to Peter Alexander the journalist — an NBC News correspondent — not the sleepwear founder. The journalist Peter Alexander is married to Alison Starling, and they have two children. This is a separate person from the brand’s founder. The journalist is known for his White House coverage and his role as a fill-in anchor on NBC’s Today show.

Alison Starling details

Alison Starling is a television journalist who has worked at NBC News and other outlets. She and Peter Alexander (the journalist) have been married since 2015, and they have two children. There are no public reports of separation or divorce. The sleepwear brand’s founder, by contrast, has kept his personal life largely private.

The trade-off: search queries about “Peter Alexander marriage” often confuse the two men. For the brand, the founder’s privacy means little public information exists about his personal relationships.

Frequently asked questions