Peak Performance, the Scandinavian outdoor brand owned by Amer Sports, opened its first UK retail store in Covent Garden.The 1,700-square-foot space features the brand’s complete product line, including an in-store secondhand trade-in program with care, repair and professional washing services.
Sara Molnar, CEO at Peak Performance, added: “Our mission is to bring the freeride spirit to the world, and the overwhelming success of our store launch and ski rail jam event shows how deeply the UK’s ski and outdoor community shares this passion. Transforming the Piazza into the home of a ski rail jam was a bold move, and we’re thrilled with the outcome. It was really the perfect way to celebrate the launch of our first UK store, and we couldn’t be more excited to build on this momentum.”
The Peak Performance store supports Covent Garden’s other performance-wear brands, including Arc’teryx, Carhartt, Finisterre, Hoka, Lululemon, Peloton, Route One, Vivo Barefoot, and Axel Arigato.
Gearing up for the busiest season of the year, Peak Performance also announced it is kicking off the ski season in the U.S. with an e-commerce site, which is live.
“The USA’s global influence within fashion and style, alongside a growing community of new outdoor adventure seekers, makes it an ideal destination for Peak Performance,” said Sara Molnar, Peak Performance Brand President. “We couldn’t be more excited to finally offer North American skiers the chance to shop Peak Performance online. This marks a significant next step in our ongoing efforts to bring Peak Performance to the North American consumer, and we look forward to sharing more updates in the near future.”
William Oliver, the retail leasing director for Shaftesbury Capital, commented, “Peak Performance is the kind of bold, progressive, and specialist brand that makes Covent Garden the unrivaled retail destination it is today, so we’re delighted to have welcomed its debut UK store to Long Acre. The neighborhood is not only home to a host of top brands and national debuts but is also committed to supporting showstopping activations. This dedication is perfectly evidenced by the one-of-a-kind Piazza pop-up put on by Peak Performance against the backdrop of our iconic Market Building.”
Image courtesy Peak Performance
