Peak Performance opens debut UK store at Covent Garden
Peak Performance, the Scandinavian outdoor brand, has opened its first UK store in London’s Covent Garden.
The 1,700 square foot shop at 49 Long Acre offers the brand’s premium ski and outdoor wear as well as an in-store second hand trade-in system, care and repair services, and professional washing.
To celebrate the launch, Peak Performance hosted a one-day pop-up where it transformed the historic 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 from the US and Theo Thoren from Sweden. In addition, the public was invited to sign up for free ‘Give It a Go With A Pro’ tuition sessions with the UK Jibworx team, and there was also a full bar offering refreshments.
Sara Molnar, chief executive at Peak Performance, said: “Our mission is to bring the freeride spirit to the world, and the overwhelming success of our store launch and ski rail jam event shows how deeply the UK’s ski and outdoor community shares this passion.
“Transforming the Piazza into the home of a ski rail jam was a bold move, and we’re thrilled with the outcome. It was really the perfect way to celebrate the launch of our first UK store, and we couldn’t be more excited to build on this momentum.”
Other specialist and performance wear brands with a presence at Covent Garden include 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.”
