The high-end Australian sleepwear and lifestyle brand Peter Alexander will make its UK debut online at the end of October, with three standalone store openings in November.
Established over four decades ago, the Peter Alexander brand is well-known in Australia and New Zealand, where it runs over 135 stores and is renowned for its high-end ranges of home fragrances, accessories, gifts, and nightwear.
Peter Alexander is expanding to the UK as a result of its success back home. Its first three locations will open on 2nd November at Westfield White City, 9th November at Westfield Stratford, and 23rd November in Bluewater in Kent.
Every UK store will represent the brand’s glitzy, fun vibe, which is driven by founder and creative director Peter Alexander’s vision. Expect theatrical window displays, an exciting retail area, and a “multi-sensory voyage of retail discovery led by the brand’s signature scent” as customers peruse the brand’s sleepwear and lifestyle collections for men, women, and kids.
Furthermore, the cherished dachshund Penelope Jane, the brand’s mascot, will continue to be central to Peter Alexander’s identity, with canine-inspired merchandise and campaign elements honouring the light-hearted, playful essence of the company.
A complete 360-degree communications effort, comprising PR, marketing events, and advertising across major media outlets and high-traffic outdoor places, will support the UK debut.