Peter then shifted his focus to the world of TV marketing, specifically direct-to-consumer sales. There, he marketed products designed to solve people’s everyday problems. His innovations were in such demand that they became best sellers at major retailers like Costco, Target, Walmart, and Bed Bath and Beyond. This was a huge stepping stone in his career as a serial entrepreneur and product inventor.
In the early 2000s, Peter co-founded Ideal Living, a direct-to-consumer company specializing in health and wellness brands. One of its most successful brands is AirDoctor, widely known for its advanced, yet affordable, air purification systems for both homes and businesses.