Peter Alexander is a renowned Australian entrepreneur and creative director, widely celebrated for revolutionizing the sleepwear industry. Best known as the founder of Peter Alexander Sleepwear, his brand has grown from humble beginnings into a beloved fashion label with over 140 stores across Australia and New Zealand.
Early Beginnings and Entrepreneurial Spark
Peter’s journey began at the age of 24 when he decided to pursue entrepreneurship after noticing a gap in the market for stylish and comfortable women’s pyjamas. Frustrated by the outdated options available, he launched his own line—starting from his mother’s dining room in Melbourne.
In the early stages, Peter and his mother would field business calls, pretending to be staff in order to project a professional image. What began as a small venture quickly picked up pace when a major department store canceled a large order. Rather than viewing this as a failure, Peter adapted by advertising in a popular women’s magazine. The result? Over 6,000 mail orders that launched his career in fashion retail.
The Rise of the ‘Pyjama King’
As the brand expanded, Peter’s vibrant personality and creative flair became signature traits of every collection. Each new sleepwear line is themed—drawing inspiration from his global travels, pop culture collaborations, and playful storytelling. From Paris to African safaris, from Disney to Sesame Street, Peter Alexander Sleepwear has built a whimsical identity that resonates with people of all ages.
Australian media dubbed him the “Pyjama King”, a nickname that has become part of his enduring legacy.
Brand Values and Animal Advocacy
Peter Alexander is more than a fashion entrepreneur—he’s also a passionate animal lover and long-time advocate for animal welfare. His affection for animals, especially his beloved dachshund Penny, shaped the brand’s identity. Penny became not only a companion but also the iconic mascot featured in branding, packaging, and even store design.
As an ambassador for animal welfare organizations, Peter integrates his values into the business, using his platform to support causes he believes in.
Creative Leadership and Business Growth
Over the past three decades, Peter has led his brand from a catalogue-based model to a multi-channel business. With more than 140 retail stores, a thriving online presence, and annual revenues reportedly reaching $350 million, Peter Alexander Sleepwear is now a staple of Australian retail.
Despite the company’s growth, Peter remains its Creative Director, ensuring the brand’s identity stays true to its fun, vibrant, and inclusive roots.
Overcoming Obstacles and Inspiring Success
Peter’s story is particularly inspiring because it defies traditional business norms. He succeeded without a fashion degree or formal education in business, and overcame personal learning challenges along the way. His achievements demonstrate that passion, creativity, and resilience can be more powerful than conventional qualifications.
Through keynote speaking and public appearances, Peter shares his entrepreneurial journey—offering candid insights, hard-earned lessons, and inspiration to aspiring creatives and business owners. His talks challenge audiences to embrace authenticity, dream big, and turn adversity into opportunity.
