Premier Investments

What Premier Investments does

Premier Investments Limited (ASX: PMV) is an Australian public investment company founded in 1987 and headquartered in Melbourne, operating through two distinct arms: a Premier Retail division that wholly owns specialty retail brands Peter Alexander (sleepwear and loungewear, 130+ stores across Australia and New Zealand with UK expansion underway) and Smiggle (children's stationery and lifestyle products, 300+ standalone stores across Australia, New Zealand, Singapore, Malaysia, UK and Ireland, with products in over 20 countries); and an Investments arm holding a strategic 25% stake in ASX-listed Breville Group Limited, a leading Australian small electrical appliances business. The company employs 5,001–10,000 people and generates revenue primarily through direct retail sales of consumer products at the store level across its wholly-owned brand networks.

The company's business model centers on operating wholly-owned specialty retail brands that target distinct consumer segments: Peter Alexander serves sleepwear and loungewear consumers (notably women and families), while Smiggle targets children, parents, and gift-buyers for stationery and school accessories. Revenue is generated one-time at point of sale through individual store transactions, with no enterprise licensing or subscription model disclosed. In October 2024, Premier completed a transformational $950 million divestiture of five apparel brands to Myer Holdings, with consideration distributed in-specie to shareholders in January 2025 — a portfolio simplification that sharpened Premier's focus on its two remaining retail brands and its Breville investment holding. Distribution is exclusively through owned physical store networks and emerging wholesale channels (Peter Alexander's UK soft launch and international wholesale exploration), supplemented by the newly launched Peter's Dreamers loyalty program (October 2025) which already accounts for 60% of Peter Alexander sales at a 45% transaction-value premium.

Name

Premier Investments

Legal name

Premier Investments Limited

Website

https://premierinvestments.com.au

Company type

Public

Founded year

1987

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Premier Investments (ASX: PMV) is an Australian specialty retail and investment company that wholly owns Peter Alexander (sleepwear, 130+ stores) and Smiggle (children's stationery, 300+ stores across 6+ countries) and holds a 25% strategic stake in Breville Group, serving consumers through owned retail networks.

Ownership category

akta.pro rank

Product category

Specialty Retail

NAICS

Other Miscellaneous Retailers (4599)

SIC

Retail-Family Clothing Stores (5651), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

Keywords

• Specialty retail
• Consumer apparel
• Investment holding
• Children's stationery
• Retail brand portfolio

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Operations (Premier Retail): Operates retail brands Peter Alexander and Smiggle through owned store networks across Australia, New Zealand, and internationally. Revenue generated from direct retail sales to consumers.
2. Strategic Investments: Holds 25% stake in Breville Group Limited (ASX: BRG), a leading provider and innovator of small electrical appliances. Generates returns through strategic shareholdings in Australian companies.

Distribution channels3 records

Marketing channels2 records

Core offering

Premier Investments wholly owns and operates two specialty retail brands: Peter Alexander (sleepwear and loungewear, 130+ stores across Australia, New Zealand, and the UK) and Smiggle (children's stationery and lifestyle products, 300+ standalone stores across Australia, New Zealand, Singapore, Malaysia, the UK, and Ireland). The company also holds a 25% strategic stake in Breville Group Limited (ASX: BRG), a small electrical appliances manufacturer.

Product overview

Premier Investments operates as a retail investment company with two primary wholly-owned retail brands (Peter Alexander and Smiggle) under its Premier Retail arm, plus a strategic 25% stake in Breville Group Limited. Peter Alexander is an iconic Australian sleepwear brand with 130+ stores across Australia, New Zealand, and expanding to the UK. Smiggle is a children's stationery and lifestyle brand with 300+ stores across 6+ countries. The company previously sold five apparel brands to Myer in late 2024/early 2025.

Differentiator

Problem solved

Functional benefit

Brands

• Peter Alexander: Iconic Australian sleepwear business founded in 1987, operating over 130 stores across Australia and New Zealand, currently expanding to the United Kingdom.
• Smiggle

Products and services

• Peter Alexander Iconic Australian sleepwear and loungewear brand operating over 130 stores across Australia, New Zealand, and the United Kingdom, selling premium pyjamas, sleepwear, and loungewear to consumers.
• Smiggle Children's stationery, school, and lifestyle brand operating over 300 standalone stores across Australia, New Zealand, Singapore, Malaysia, the UK, and Ireland, with products available in 20+ countries.
• Breville Group Limited (25% strategic stake) Strategic 25% investment in Breville Group Limited (ASX: BRG), an Australian listed company and leading provider and innovator of small electrical appliances in the consumer products industry.

Quantifiable outcome

• Peter Alexander sales grew 4.9% year-on-year to $312.3 million in 1H FY26
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Myer Holdings LimitedcoreStrategic or Co-development Partner · 1 October 2024Premier completed a $950 million transaction in October 2024 selling five clothing labels (apparel brands) to Myer. The transaction was completed in January 2025 with in-specie distribution of Myer shares to Premier shareholders. Myer reported 24.5% sales growth in 1H FY26 following the acquisition.
• Breville Group LimitedcoreStrategic or Co-development PartnerPremier Investments holds a 25% strategic stake in Breville Group Limited (ASX: BRG), an Australian listed company and leading provider and innovator of small electrical appliances in the consumer products industry. This represents Premier's investments arm strategy.

Scale indicators11 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Wesfarmers Limited: ASX-listed conglomerate and Australia's largest retail operator through Kmart, Target, and other banners. A broad incumbent providing scale and competitive context for Peter Alexander and Smiggle in Australian specialty retail.

Others

• Breville Group Limited: ASX-listed Australian small appliance manufacturer in which Premier Investments holds a 25% strategic stake. Not a competitor but a significant investee company whose performance directly influences Premier's investment-segment earnings.

Direct peers

• Adairs Limited: ASX-listed Australian specialty retailer (homewares and furniture) of comparable scale and listed-market profile to Premier Investments, with similar focus on branded retail rollouts and capital efficiency.
• Cotton On Group: Privately held Australian specialty apparel and lifestyle retailer with global store networks comparable in scale and international reach to Peter Alexander and Smiggle, operating multiple brand concepts targeting similar demographics.
• Lovisa Holdings Limited: ASX-listed Australian specialty jewelry/accessories retailer with a fast-growing international store footprint similar in profile to Smiggle's 300+ store model across multiple geographies. Notably the destination of former Smiggle CEO John Cheston, making it a direct competitive threat.
• Myer Holdings Limited: ASX-listed Australian department store retailer that acquired five apparel brands from Premier Investments for ~A$950M in 2024/2025. A key distribution channel and counterparty for Premier's former apparel portfolio and a fellow large-scale Australian specialty retailer.
• Just Group Limited: ASX-listed Australian specialty apparel holding company operating multiple retail brands (Just Jeans, Portmans, Jacqui E, etc.). Closest structural analog to Premier's model of operating a portfolio of wholly-owned retail brands in Australia and New Zealand, with shared directors at the board level.
• Mosaic Brands Limited: ASX-listed Australian multi-brand specialty apparel retailer operating chains such as Rockmans, Noni B, and Millers. Comparable model of owning and operating a portfolio of Australian specialty retail brands in similar price points and customer segments to Premier Retail.

Regional players

• Smyths Toys Superstores: Privately held European children's toys, stationery and lifestyle retailer with extensive UK and Ireland store presence overlapping Smiggle's geographic footprint. Comparable business model around kids' discretionary gifting and school-related categories.

Market position

Strengths5 records

Weaknesses5 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/premiere-investments

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Premier Investments