Peter Alexander plans high impact UK launch including three new stores

Australian premium sleepwear and lifestyle brand Peter Alexander is on its way to the UK with a website and three new, high-impact stores planned.

The popular brand, which operates 135 stores across Australia and New Zealand, will first launch online in the UK next month with the retail stores due to open in November.

It has identified three of the UK's most high profile shopping malls for its debut in this market with Westfield White City opening on 2 November, Westfield Stratford City on 9 November, and Bluewater Kent on 23 November.

Known for its fun nightwear, accessories, gifts, and home fragrance collections, Peter Alexander has built an international reputation for its fashion-forward designs, playful brand aesthetic, and unforgettable retail experiences.

A rendering of the planned Westfield London store

Each of the new stores will be imbued with the "glossy and playful spirit" of the brand’s founder and Creative Director Peter Alexander, who is promising "a multi-sensory voyage of retail discovery led by the brand’s signature scent".

"Dramatic window displays" are just one component of the Peter Alexander retail personality along with "arresting visuals, captivating product displays and uncompromising levels of customer service".

There will also be doggy delights and the brand's mascot dachshund Penelope Jane, AKA Penny, will feature throughout. Penny was inspired by dog-loverAlexander's first pet.

Peter Alexander's playful designs

“When I started the brand 37 years ago on my mum’s dining room table, I would never have imagined that I’d end up with not just one, but three retail stores in the UK!” said Alexander of his planned arrival.

“But it’s been clear that the British have been loving my brand from afar, so I’m incredibly excited to bring the Peter Alexander brand and experience to you (sweet dreams, dachshunds, vanilla caramel candles & all!). London, I just can’t wait to meet you!”