Scandinavian outdoor brand Peak Performance has made its UK debut with a store located at the heart of London’s Covent Garden. 

The 1,700 sq ft store on Long Acre amplifies landlord  Shaftesbury Capital’s ability in creating a performance-wear Covent Garden hub, joining Arc’teryx, Carhartt, Finisterre, HOKA, Lululemon, Peloton, Route One, Vivo Barefoot and Axel Arigato.

Featuring the brand’s bold design and technical innovation, Peak Performance delivers its premium ski and outdoor wear. It also comes with an in-store secondhand trade-in system, care and repair services, and professional washing.

Core to the brand’s offer is its Helium down series, a top-of-the-line Vertical Gore-Tex Pro ski range with award-winning technical items.

In line with the brand’s heritage, the store has been fitted out in a Scandinavian-inspired minimalist style.

To celebrate the launch, Peak Performance also hosted a one-day pop-up, transforming the 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 USA and Theo Thoren from Sweden.

Sara Molnar, CEO 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.”

William Oliver, Retail Leasing Director, Shaftesbury Capital, added: “Peak Performance is the kind of bold, progressive and specialist brand that makes Covent Garden the unrivalled retail destination it is today. The neighbourhood is not only home to a host of top brands and national debuts but is also committed to supporting show-stopping activations.”