Australian fashion designer Peter Alexander is the founder of his namesake sleepwear brand. He was born in 1965, in South Africa. Soon after his birth, the Alexander family relocated to Melbourne in search of a fresh start. During the early days of the Peter Alexander brand, Alexander worked from his mother's dining room table. He initially sold directly to department stores. When a store cancelled an order for 2,000 pairs of pyjamas in 1990, in desperation, he took out a mail order advertisement in Cleo magazine, and received 6,000 orders from that one advertisement alone. Alexander's first stand-alone store was opened in Melbourne Central Shopping Centre, shortly followed by Chadstone. He has since expanded his stores into every state of Australia.