Australian loungewear brand Peter Alexander has secured Australia’s first Moulin Rouge licensed collaboration.
It comes following a negotiated deal between Moulin Rouge and brand extension agency Asembl.
The Moulin Rouge collection includes six styles, including a navy tee, a pyjama pant, sleep shorts, a romper, a nightie and a kimono gown, with prices range from $69.95 to $169 and adds to Peter Alexander’s ‘Paris’ collection.
The range is expected to take on Peter Alexander store-front displays across Australia, and supported by advertising and social media content.
“We're delighted to embark on this exciting collaboration with Asembl for Peter Alexander,” Moulin Rouge VP of brand and strategic marketing Virginie Clerico said.
“After the success of Moulin Rouge! The Musical, this initial apparel partnership with Peter Alexander marks another promising step in introducing Moulin Rouge to the Australian market. We appreciate Peter Alexander's commitment to quality sleepwear, aligning well with the glamour of Moulin Rouge.
“This collection offers consumers an enchanting taste of our Parisian Moulin Rouge world through Peter Alexander's unique designs. We look forward to more inspired collaborations and extending the Moulin Rouge magic to new horizons with Asembl.”
The latest news comes as Peter Alexander gears up for expansion in the United Kingdom, according to Premier Investments chairman Solomon Lew.
Lew confirmed with Ragtrader that this will include launching with a global cross-border ecommerce platform provider in November 2023.
"We’ve had a team visiting the UK recently looking at opportunities in the market ahead of plans to open our first Peter Alexander stores there during 2024 to go with our increasing online expansion into 35 countries via eshopworld," Lew said.
It comes as the sleepwear brand hit a record sales result of $478.9 million for FY23, up 11.8% on FY22 and up 93.3% on FY19.
During FY23, Peter Alexander opened six new stores across Australia, with a further six stores planned to open in the first half of FY24, alongside four relocations/expansions into larger formats.