About Us

Premier Retail is an iconic Australian retailer and owns two of the most exciting and fastest-growing retail brands, Peter Alexander and Smiggle.

Born from homegrown beginnings, our stores now stand proudly on some of the most famous high streets and popular shopping centres around the world.

Today, Premier Retail operates over 450 stores and employs more than 5,000 team members across Australia, New Zealand, Singapore, Malaysia, Ireland, and the United Kingdom. Premier Retail also operates a wholesale distribution channel whereby select wholesale retail partners sell Smiggle products in an additional 15 countries. Our team is focused on delivering great service to our customers and bringing new product offerings to life.

Our strong brand and retail teams are supported by Premier Retail Services with expertise in eCommerce, Marketing, Loyalty, Finance, IT, Supply Chain, Distribution Centres and People & Culture.

We can't wait to see you in store or online soon!