Peter Alexander has announced the launch of its new Greenhills store as part of its expansion plans for the second half of 2018.
The new 300sqm store is the brand's 115th store in Australia and its third in the Hunter region joining existing stores at Kotara and Charlestown.
The brand had previously announced that it would look to add seven stores in the winter half following strong sales performance in Q2 2018.
The store will also be the first in NSW to stock the brand's newly launched kids daywear range, Play 4 Day. The range was previously available exclusively online in NSW.
The kidswear range will including sizings for babies 0-24 months, junior boys and girls sizes 2-6 and boys and girls sizes 8-12.
In a statement, the brand said that two-thirds of the new store will feature the brand's women's and men's collection with the other third featuring the kids sleepwear range and new daywear collection.
Brand founder Peter Alexander said that the decision to expand in the region was based on strong online sales and that the redevelopment at Green Hills was a great opportunity to build upon that.
“What can I say? People in the Hunter region love me! But seriously, we have always had great sales from our online store in the region and the redevelopment of Green Hills was a great opportunity to bring my pink doors to the area.”