Scandinavian outdoor brand Peak Performance has signed for its debut UK store in London’s Covent Garden.
Peak Performance has taken a 1,700 sq ft unit at 49 Long Acre for its new concept store, which will stock a curated selection of the company’s collections.
Michelle McGrath, executive director at 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.”
