Scandinavian outdoor brand Peak Performance is set to open a 1,700 sq ft flagship store at 49 Long Acre in London’s Covent Garden, marking its first retail space in the UK and a “significant milestone” in the brand’s global expansion.
The Amer Sports-owned brand follows the recent Covent Garden store opening of its sister brand, Arc’teryx, in what was is another deal cemented by London landlord Shaftesbury Capital.
Known for its bold and progressive designs, Peak Performance will offer a curated selection of collections in its new London store, including its lightweight ‘Helium’ down series and ‘Vertical’ Gore-tex pro ski range.
Sara Molnar, CEO at Peak Performance, 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.”
Michelle McGrath, Executive Director at Shaftesbury Capital, 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.”
In alignment with Amer Sports’ sustainability-focused ethos, and as part of Peak Performance’s second-hand programme ‘WearAgains’, the new store will offer 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.
Influenced by Peak Performance’s heritage, the Covent Garden concept store will feature a Scandinavian aesthetic, with brightly lit interiors and light wood furnishings. Additionally, fixtures will include parts that come from recycled waste materials.
Peak Performance’s UK debut will join Covent Garden’s line-up of flagship stores from leading high performance brands, including the UK debut from footwear brand Hoka, the upsized anchor store for outdoor retailer Finisterre, and the flagship store for Peak Performance’s sister brand, Arc’teryx.
The signing of Peak Performance also follows the recent announcement that Alo Yoga, the luxury activewear brand, has selected Covent Garden for a new store, opening in an anchor unit at the junction of Neal Street and Earlham Street – described as “a key gateway to the Seven Dials neighbourhood”.
