You know that a label transcends traditional brand recognition when you begin to refer to the product itself with its name and we are absolutely guilty of calling our beloved PJs our ‘Peter Alexanders’!
Peter Alexander’s extensive pyjama empire may have started with pyjama sets sold out of his mum’s dining room, but his current collections now stock ugg boots, children’s wear and an array of desirable bedtime-themed products, stocked in over 50 stores across Australia and New Zealand.
So how did Peter Alexander transform the humble cotton pyjama into a luxurious product that combines the sensual glamour of lingerie with the fun and playfulness of fashion? RESCU spoke to the Alexander about building a brand, and plans for the future;
RESCU: To an outsider it feels like the Peter Alexander brand was an over-night success (no pun intended) but we know that’s rarely the case. Can you tell us a little about how you got started?
Peter Alexander: Peter Alexander was far from an overnight success. I have been in business for 26 years now and my business has had more ups and downs then a brides nightie! I started the brand from my mothers dining room in 1987 and worked there for the first 5 years with just myself and mum doing everything. I would say it took us about 3 years before we really took off and I must admit the product was a instant hit, but I did not know how to run a business.
RESCU: What challenges did you have to overcome as your business took off – were there any ‘growing pains’ involved?
Peter Alexander: The growing pains were realizing that everyone is a ‘nice guy’ and I have been too trusting and been done over. If you want to play with the big boys you need everything done professionally and leave nothing to chance. The other growing pains was finding capital to fund the huge expansion of the brand , who knew it took money to make money.
RESCU: We are always amazed by your clever collection themes and campaigns. Where do you draw inspiration from?
Peter Alexander: This is one question I get asked a lot! I create 24 mini collections a year and I never seem to run out of ideas. It is my crazy brain, it never turns off ! It’s my best and worst friend. I travel a lot and but I also get inspired everyday from the world around me.my staff, my dogs, people in the street, even true blood the tv show, watch out for my collection next month to see that one!
RESCU: Your clever designs have been worn by celebs like Kylie Minogue and Lady Gaga, you ship internationally, and have over 50 stores. Is there one major career highlight that stands out for you?
Peter Alexander: Being on feature 60 minutes with mum was such a Thrill for me, a real ‘I made it’ moment. Just hearing my name then ‘tick , tick , tick ‘.
RESCU: Can you tell us a little about your involvement with the RSPCA and how this has added to your business?
Peter Alexander: The involvement with the RSPCA is real. As I child I want to be a vet but I was not clever enough. As a child my mother said I hated trucks, guns, dolls anything unless it was an animal. My first pet I had as an adult was Penelope the daxie and I was so smitten with her I indulged myself and made for the face of the company- she is much prettier than me. She quickly become the logo and featured in my company. So it is only fair that I repay her by making sure I can do what I can personally and professionally for such a good cause. My customers really support the cause as I think they understand the truth to the story.
RESCU: And finally, what’s next for Peter Alexander (the man and the brand)?
Peter Alexander: Expansion is always on the bucket list. However more importantly to find happiness in life and enjoy my family friends and pets.
Visit www.peteralexander.com.au to find out more about the man, the brand, and, of course, to stock up on some uggs and PJs!
