Scandinavian outdoor brand Peak Performance is set to open its first UK store in Covent Garden, London as the business looks to expand to new markets.
Known for its “bold and progressive” high-quality performance clothing, Peak Performance’s London store will house a curated selection of collections, for skiing, hiking, trali running and more at its 1,700 sq ft space at 49 Long Acre.
Influenced by the outerwear retailer’s heritage, the concept store will feature a Scandinavian aesthetic, with brightly lit interiors and light wood furnishings.
The arrival of the Amer Sports-owned retailer follows the recent Covent Garden opening of sister brand Arc’teryx.
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In alignment with Amer Sports’ focus on sustainability, Peak Performance’s secondhand programme WearAgains will be available in-store, offering a trade-in system from launch, allowing customers to exchange their pre-loved Peak Performance products for vouchers.
The concept store will also offer services such as care and repair of garments and professional washing.
Peak Performance CEO Sara Molnar said: “We are thrilled to be making our entrance to the UK, and it is a milestone moment for us to be doing so in Covent Garden – the ideal destination for this significant step.”
“This iconic location not only provides the vibrant and diverse backdrop essential for Peak Performance but also allows us to engage with both local enthusiasts and a global audience.
“As we prepare to open the doors to our new home at 49 Long Acre, our vision is to cultivate a space where London’s ski and outdoor community can gather, drawing inspiration and discovering the right apparel for their adventures.”
Shaftesbury Capital executive director Michelle McGrath added: “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.”
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