Myer has secured a department store exclusive with the launch of Australian designer sleepwear and underwear brand Peter Alexander Sleepwear.
Peter Alexander Sleepwear will launch exclusively in February 2014 and will be available in womenswear in ten Myer stores nationwide: Melbourne, Sydney, Bondi, Brisbane, Adelaide, Perth, Carindale, Maroochydore, Karrinyup and Miranda. The brand will also offer men’s and children’s sleepwear in 15 Myer stores.
Myer executive general manager of merchandise, Adam Stapleton, said bringing the brand will help build on the Peter Alexander customer base.
“We are delighted to welcome the enormously popular Peter Alexander Sleepwear brand to Myer in February 2014 as a department store exclusive,” he said.
“It is such an important brand that will be a fantastic addition to our already strong sleepwear and lifestyle offering.”
Peter Alexander Sleepwear is a subsidiary of Premier Investments and has grown to become an Australian sleepwear institution where celebrities like Naomi Watts, Miranda Kerr, Hugh Jackman and Nicole Kidman have all taken a liking to the business.
“Peter and I are delighted to have signed with Myer,” Judy Coomber, Peter Alexander Sleepwear group general manager, said.
“We have significant plans for the growth of the brand and believe Myer is the perfect fit for us. We have a broad customer following while still being aspirational. We look forward to partnering with Australia's largest department store.”