Can Premier replicate Smiggle’s UK success with pyjama brand Peter Alexander?
Inside Retail
MARCH 26, 2024
While Peter Alexander was not part of Premier Investments at the time it set out to enter the US market, there has been a lot of speculation as to why the brand didn’t resonate with US customers. Moreover, Premier Investments has not had to tackle the seasonality of the UK market, an element that defines apparel and pyjama collections.
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