Peak Performance opens debut UK store at Covent Garden

Scandinavian outdoor brand Peak Performance has opened its debut UK store in London’s Covent Garden.

The 1,700 sq ft store at 49 Long Acre offers the brand’s range of ski and outdoor wear as well as additional services, such as an in-store secondhand trade-in system, care and repair services, and professional washing.

In line with the brand’s heritage, the store has been fitted out in a Scandinavian-inspired, minimalist style.

As part of the store’s 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 and Theo Thoren.

Peak Performance joins a number of performancewear brands at Covent Garden, including Arc’teryx, Carhartt, Finisterre, HOKA, Lululemon, Peloton, Route One, Vivo Barefoot, and the recently-opened flagship store from Swedish footwear brand, Axel Arigato.

William Oliver, retail leasing director at Shaftesbury Capital, said: “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.”

The launch of Peak Performance’s store follows the recent opening of sustainable menswear brand NN.07, which opened its debut UK standalone store on Earlham Street earlier this month, as well as the recent signings of eco-conscious suitwear retailer, Batch London, travel-inspired apparel brand Gandy’s International, and Swiss watchmaker Longines.