Peak Performance, the Scandinavian outdoor brand, owned by Amer Sports, will open a store in Covent Garden, its first in the UK.

In brand’s alignment with Amer Sports’ sustainability-focused business model and as part of its secondhand program, WearAgains, the Peak Performance store will offer a trade-in program when it opens, allowing customers to exchange pre-owned branded merchandise for vouchers. The store will also have a care and repair garment program with a professional washing service, further spotlighting the importance of upcycling.

Michelle McGrath, executive director of Shaftesbury Capital, the real estate investment trust, said, “Peak Performance’s distinct Scandinavian heritage combined with its strong sustainability-focused ethos contributes to its reputation as high-quality experts in their space. It is this unique personality that makes this opening the ideal addition to Covent Garden, which is home to an unmatched selection of innovative concepts, diverse brand formats and world-class retail and hospitality.

“Covent Garden is a go-to destination for industry-leading brands and national debuts, so we are delighted to be welcoming yet another UK first in Peak Performance’s flagship location,” concluded McGrath.

Image courtesy Peak Performance