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Scandinavian outdoor brand Peak Performance has opened its debut UK store in Covent Garden.
Renowned for its bold design and technical innovation, Peak Performance has opened a 1,700 sq ft store in 49 Long Acre, delivering its ski and outdoor wear to the UK in a standalone space for the very first time.
Complete with an in-store secondhand trade-in system, care and repair services, and professional washing, visitors are now able to browse a selection of the brand’s collections in a physical space, including its Helium down series, the top-of-the-line Vertical GORE-TEX Pro ski range and ISPO-award-winning technical items.
In line with the brand’s heritage, the store has been fitted out in a Scandinavian-inspired, minimalist style that spotlights the brand’s product aesthetic.
To celebrate the launch, Peak Performance hosted a one-day pop-up, transforming the Covent Garden Piazza into the home of a ski rail jam. The event featured demonstrations from some of the world’s top skiers, including Peak Performance athletes Alex Hackel from the USA and Theo Thoren from Sweden.
Sara Molnar, CEO at Peak Performance, said: “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.”
William Oliver, retail leasing director, Shaftesbury Capital, added: “Peak Performance is the kind of bold, progressive and specialist brand that makes Covent Garden the unrivalled retail destination it is today, so we’re delighted to have welcomed its debut UK store to Long Acre.
“The neighbourhood 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.”
