Mountain apparel brand Peak Performance has added to its growing number of stores with an upcoming new London site.
It marks the first time that the brand has opened a space in the UK, joining sites in Berlin, Innsbruck, Vancouver and Shanghai – to name just a few – in Peak Performance’s growing list of stores.
Founded in the 1980s, Peak Performance started as a brand devoted to skiwear and equipment but has since evolved into other outdoor areas with trail running, mountain biking, golf and hiking all currently on the firm’s map.
As you might expect from the Scandinavian brand, Peak Performance will be taking a stripped-back approach to the in-store aesthetics which will be available to see when it opens on Friday, September 27.
Located in Covent Garden, the 155-square-metre site will put a focus on ski and trail products alongside several more technical items. Peak Performance says that the store will include a number of its headline products, such as its down-insulated Helium collection and its Vertical Pro ski range.
Alongside these products, the store will have ambassadors on hand to give out advice and guidance, not only on the items themselves but also aftercare. A professional washing service will also be available via the London store.
In keeping with the brand’s green focus, the store will also offer a trade-in system which allows owners of used Peak Performance equipment to trade it in for vouchers that can be then used against new items.
Sara Molnar, CEO of Peak Performance, said: “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. We couldn’t be more excited to open our first-ever store in the UK and the heart of its great capital. Our vision is for our new store to become a meeting place for the local ski and outdoor community and a key destination for international visitors.”
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