Peter Alexander launches in the UK with Paper Stone Scissors campaign

Aussie sleepwear giant, Peter Alexander, has launched its debut campaign in the UK, with Paper Stone Scissors, its creative partner of a quarter-century, behind the launch campaign.

Peter Alexander is opening its first UK stores at Westfield White City, Westfield Stratford City, and Bluewater in Kent, plus a UK- specific online store.

Paper Stone Scissors said its strategy was to spearhead the launch with local insights of the category, combined with the unique characteristics of the brand to establish an engaging campaign that would resonate with the UK audience.