Published
October 1, 2024
Scandinavian outdoor brand Peak Performance has made its UK debut with a store located at the heart of London’s Covent Garden.
The 1,700 sq ft store on Long Acre amplifies landlord Shaftesbury Capital’s ability in creating a performance-wear Covent Garden hub, joining Arc’teryx, Carhartt, Finisterre, HOKA, Lululemon, Peloton, Route One, Vivo Barefoot and Axel Arigato.
Featuring the brand’s bold design and technical innovation, Peak Performance delivers its premium ski and outdoor wear. It also comes with an in-store secondhand trade-in system, care and repair services, and professional washing.
Core to the brand’s offer is its Helium down series, a top-of-the-line Vertical Gore-Tex Pro ski range with award-winning technical items.
In line with the brand’s heritage, the store has been fitted out in a Scandinavian-inspired minimalist style.
To celebrate the launch, Peak Performance also 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…
