Just one month after the sleepwear giant announced it was bringing a store to the city's Brisbane Street Mall, it will open its iconic pink doors with the dachshund handle at 9am.

The store, next to Portmans in the former OPSM building, is fitted out with chandeliers, sleepwear for men, women and children and even accessories for dogs, including Peter Alexander's mascot, a dachshund.

To make the opening even better, the store is in the middle of its mid-year-sale, meaning selected items are up to 50 per cent off.

Store founder Peter Alexander said he had got ``so many requests to open a store in Launceston''.

``It feels like it has been a long time in the making and now it is finally here,'' he said.

``I think I'm going to be very popular in Launceston. I can't wait to visit.''

Mr Alexander said he was unable to attend the opening, but would visit the store in the next six months.

The store has employed one full-time manager, a full-time second in change, two part-time workers and four casuals.

All were in the store yesterday preparing for the opening.

Second in charge Sophie Hill said she was excited for the store to open.

``It's something fresh and new for the city,'' she said.

Peter Alexander is the first of several new chain stores to take up residence in Launceston's central business district.

Country Road, Witchery and Trenery are due to open in October on the corner of Brisbane and Charles streets.