Big UK entry plans for Peter Alexander. Preceded by its initial online launch next month, the premium sleepwear and lifestyle brand will open three standalone stores in November. 

Following “incredible success” and becoming “a household name” across Australia and New Zealand, where the brand operates over 135 stores, Peter Alexander will now open the first of three major UK shopping centre stores: Westfield White City (2 November), Westfield Stratford City (9 November), and Bluewater Kent (23 November).

With “fun” being the brand’s USP, its range of nightwear, accessories, gifts, and home fragrance collections are “designed to offer a multi-sensory journey, led by the brand signature scent”. 

Each UK store “will embody the glossy, playful spirit of the brand”, led by the vision of founder and creative director Peter Alexander so customers “can expect to be welcomed by the brand’s signature scent and explore a vibrant, fun retail space”.

And supporting the UK debut will be a comprehensive 360-degree communications campaign, including PR, marketing events and advertising across key media outlets and high-traffic outdoor locations.

And central to the campaign branding will be its dachshund motif (called Penelope Jane) with dog-inspired products and campaign features, again paying homage to the brand’s “fun, whimsical nature”.