The Peter Alexander story
Peter Alexander was founded in Australia in 1987 by Peter Alexander and is owned today by Premier Investments Ltd (ASX: PMV). It is one of 20 Fashion & Apparel brands in this year's ranking, where it places #1.
Why people trust Peter Alexander
Shoppers have bought its pyjamas for more than 30 years, and FY2026 sales were a record A$565.3M, up 3.2%.
The watch-out
Growth has slowed to low single digits and its UK venture stayed small, with UK sales of A$5.9M in FY2026 and its three UK stores closed in August 2026.
Why Peter Alexander ranks #1
Brand Love, scored 92 out of 100.
Consumer Trust & Sentiment, scored 88 out of 100.
The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Peter Alexander scores 88.26 overall.
Pillar profile
Versus its nearest rivals
Questions people ask
What rank is Peter Alexander in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?
Peter Alexander ranks #1 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 88.26 out of 100.
Why is Peter Alexander trusted?
Shoppers have bought its pyjamas for more than 30 years, and FY2026 sales were a record A$565.3M, up 3.2%.
What is Peter Alexander's revenue?
A$565.3M sales (FY2026, 52 weeks ended 25 Jul 2026), as per company filings.
Who owns Peter Alexander?
Peter Alexander is owned by Premier Investments Ltd (ASX: PMV). It was founded in 1987 in Australia and is based in Melbourne, VIC, Australia.
What is Peter Alexander's biggest challenge?
Growth has slowed to low single digits and its UK venture stayed small, with UK sales of A$5.9M in FY2026 and its three UK stores closed in August 2026.
Key facts
| Brand | Peter Alexander |
|---|---|
| Company / owner | Premier Investments Ltd (ASX: PMV) |
| Headquarters | Melbourne, VIC, Australia |
| Founded | 1987 |
| Founder(s) | Peter Alexander |
| Latest revenue | A$565.3M sales (FY2026, 52 weeks ended 25 Jul 2026), as per company filings |
| Sector | Fashion & Apparel |
| Country of origin | Australia |
Sources
- Annual report and results announcements lodged with the ASX by the parent company
- Company website, official announcements and press releases
- Published interviews and statements by the founders and leadership
- WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data