Peter Alexander's online sales have surged since the beginning of temporary store closures.
The sleepwear giant has consistently broken its own weekly records during this period, with online sales up 295%.
This result comes as online search traffic analysis confirms the rise of loungewear sales.
During the week ended May 2, Peter Alexander Australia’s online sales alone were up 18% on last year’s total sales across both online its entire 122 store and concession network in Australia.
The listed retailer is part of Premier Investments, owned by industry powerbroker Solomon Lew.
Premier Retail’s New Zealand online sites have progressively been re-opening since April 28, following the easing of restrictions in New Zealand.
Premier’s online sales have since surged in New Zealand, with online sales for the nine days May 6 up 560% compared to the prior comparable period’s online sales.
Incredibly, during this nine day period, Peter Alexander’s New Zealand online sales alone were up 52% on last year’s total sales across both online and its entire 15 store network in New Zealand.
In a statement, Premier said it was well positioned to maximise eCommerce sales.
"Prior to the global health crisis, customers were already increasingly electing to shop online.
"The COVID-19 pandemic has significantly increased that existing trend and could hasten the substantial retail restructure already underway.
"Premier is best placed to take advantage of this restructure as a result of its investments in creating a world class online platform and its fully owned Australian distribution centre together with the flexibility provided by its current lease profile — with 70% of its stores in Australia and New Zealand either in holdover or expiring in 2020."