Peter Alexander, known as the pajama king in his native Australia, is expanding on the West Coast, including a high-profile address on Robertson Boulevard in Los Angeles.
Alexander plans to open a 2,200-square-foot flagship in the fall at 109 South Robertson Boulevard.
His latest store is 2,000 square feet and launched Friday in the new Americana at Brand lifestyle center in suburban Glendale, Calif. An 1,800-square-foot boutique opened last month in San Jose's Westfield Valley Fair mall.
The Americana and Valley Fair boutiques feature crystal-encrusted beds, mahogany shelving and display units, mirrors with inset flat-screen video monitors that display a fake fireplace and gold-plated logos and signage throughout.
"The Robertson store will really be our upmarket presence; it's one of those image-making streets and the concept will be far more luxury-oriented than our other two California stores," said Christopher Tate, vice president of retail for peteralexander USA. "The street attracts the kind of customer we want to make aware of our brand, which has a real sense of humor and has been well-known in Australia for decades."
This is the Melbourne-based brand's first U.S. push; the company has 26 peteralexander stores in Australia and two in New Zealand and does $50 million in annual retail sales.
Items from the Robertson Boulevard store's decor and accessories will be available for sale, including the beds studded with crystals and chandeliers. The brand's retail prices range from $5 to $10,000, with core products between $50 and $80. The U.S. merchandise will broaden the Australian retail mix to include more luxurious products and materials, including silks and cashmeres, as well as to-be-announced collaborations with U.S. designers that will include Los Angeles exclusives.
Alexander has been in business for about 20 years, and during the last decade has widened its product assortment to include gift items like candles, books and candy, as well as casual loungewear for daytime and pet accessories.
The company is looking to open stores on the East Coast with an eventual total of 40 to 50 U.S. units.
"I was driving back on Saturday afternoon from the beach, and I just saw this sign saying 'Skydiving for $95.' And I was like, I can't not sky dive for $95," says Tom Bateman about a moment in Hawaii while shooting "Snatched." #wwdeye (📷: @vsteves; Interview by @ktauer; Styled by @thealexbadia)