Peak Performance picks Covent Garden for UK debut

21st June 2024 | Jack Oliver

Scandinavian outdoor brand Peak Performance is set to open its first-ever UK store at Shaftesbury Capital’s Covent Garden.

Spanning 1,700 sq ft, the new store at 49 Long Acre will offer a range of products for activities such as skiing, hiking, mountain biking, trail running, and urban exploration.

In line with the sustainability-focused ethos of the brand’s parent company, Amer Sports, the store will offer a trade-in system. This will allow customers to exchange their Peak Performance products for vouchers.

The store will also offer services such as care and repair of garments as well as professional washing, as the brand looks to commit to the longevity and upcycling of its products.

Peak Performance’s UK debut will join Covent Garden’s line-up of flagship stores from other 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 neighbourhood is also home to other performance-wear brands such as Peloton, Lululemon, and an upcoming flagship store for Swedish footwear brand Axel Arigato.

Michelle McGrath, executive director of Shaftesbury Capital, said: “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.”

Sara Molnar, CEO at Peak Performance, added: “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.”

The signing follows the recent announcement that luxury activewear brand Alo Yoga has selected Covent Garden for a new store, opening in an anchor unit at the junction of Neal Street and Earlham Street.


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