Peak Performance Free Spirit



Debbie Gabriel

04 Jul 24

Peak Performance Brings Freeride Spirit to London

Debbie Gabriel

04 Jul 24

Scandinavia’s premium mountain apparel brand, Peak Performance, is set to ignite the freeride spirit in the UK with the launch of its first-ever UK store. Nestled in the bustling heart of London, Peak Performance’s new concept store will open its doors at 49 Long Acre, Covent Garden, on Friday, September 27, 2024. This exciting expansion marks a significant milestone for the brand, known for its premium technical ski and outdoor wear.

A New Landmark in Covent Garden

Peak Performance’s new Covent Garden location is a landmark opening, marking the brand’s first retail presence in the UK. The 155m² space promises to be a vibrant addition to London’s retail landscape, offering a carefully curated selection of high-performance apparel that caters to both ski enthusiasts and trail adventurers.

Peak Performance Brings Freeride Spirit to London

Curated High-Performance Apparel

Shoppers can expect an array of meticulously designed items that highlight the brand’s dedication to quality and innovation. The Elevate Liner Hood, a winner of the ISPO Award 2024, stands out among the offerings. This high-performance piece is just one example of the cutting-edge gear available. Additionally, the super lightweight Helium collection, featuring the limited-edition Helium Utility FLO made from deadstock fabrics, showcases Peak Performance’s commitment to sustainability and functionality.

Bold and Progressive Designs

The store’s racks will be filled with Peak Performance’s signature bold and progressive designs. From the top-of-the-line Vertical Pro ski range to everyday staples, every piece reflects the brand’s adventurous spirit. These designs are perfect for those who seek adventure both in the city and on the mountains.

Peak Performance Brings Freeride Spirit to London

Expert Guidance and Innovative Services

Peak Performance is not just about selling premium outdoor wear; it’s about providing a complete experience. The store’s ambassadors will offer unique advice and personal guidance to help customers make the best choices for their adventures. Innovative services like Care & Repair and a professional washing service will ensure that your gear remains in top condition, ready for your next outing.

Embracing Sustainability

Sustainability is at the heart of Peak Performance’s ethos. The WearAgains trade-in system, available from the store’s launch, allows customers to exchange their used Peak Performance gear for vouchers. This initiative promotes a circular economy and helps reduce waste, aligning with the brand’s commitment to environmental responsibility.

Community Engagement

Looking forward to the rest of 2024 and beyond, Peak Performance plans to host a series of community events and projects. These initiatives will encourage everyone to embrace and enjoy the great outdoors, fostering a community of like-minded adventurers who share a passion for nature.

Scandinavian Aesthetic

The store itself is a testament to Scandinavian design principles, featuring brightly lit interiors and light wood furnishings. Fixtures made from recycled waste materials add an eco-friendly touch, reinforcing the brand’s sustainable approach.

Strategic Location

“London’s world-leading approach to fashion and style, alongside a growing community of new outdoor adventure seekers, makes it an ideal destination for Peak Performance,” says CEO Sara Molnar. The store aims to be a hub for local ski and outdoor enthusiasts and a key destination for international visitors.

Opening Hours

The new Peak Performance store in Covent Garden will be open from 10 am to 7 pm Monday to Saturday, and 11 am to 5 pm on Sunday, offering ample time for shoppers to explore the innovative and stylish new offerings.

Peak Performance’s debut in London is more than just a store opening; it’s an invitation to embrace the freeride spirit, explore innovative designs, and join a community passionate about outdoor adventures.  Don’t miss the grand opening on September 27, 2024

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