Scandi outdoor brand Peak Performance has selected Covent Garden for its first-ever UK store. It’s a neighbourhood that’s clearly liked by Peak performance’s owner Amer Sports as it recently opened a major store for sister brand Arc’teryx.

Outdoor brands from Canada Goose to Nordic Outdoor have been proving popular in the UK market post-pandemic and Peak Performance’s arrival continues the trend with products suitable for skiing, hiking, mountain-biking, trail running, urban exploration and more. It also comes with a promise of “high-quality performance clothing designed to endure the most demanding conditions and perfect for both city and mountain adventures”.

Landlord Shaftesbury Capital said the store, and the earlier Arc’teryx location, highlight its “continued success in attracting ground-breaking flagship concepts and cementing the destination as a world-class neighbourhood for brand debuts”.

Peak Performance Covent Garden will offer a curated selection of collections in the 1,700 sq ft space at 49 Long Acre. This will include its popular lightweight Helium down series and the highest-end Vertical Gore-Tex Pro ski range, as well as ISPO-award-winning technical items. 

Importantly, the store will also offer a trade-in system from launch, allowing customers to exchange their pre-owned Peak Performance products for vouchers. This aligns with Amer’s wider sustainability-focused ethos and comes as part of Peak Performance’s specific secondhand programme WearAgains.

The concept store will also offer care and repair of garments and professional washing.

Design-wise, it will have a “Scandinavian aesthetic, with brightly lit interiors and light wood furnishings”. And the fixtures will include parts that come from recycled waste materials.

The brand’s CEO Sara Molnar said the UK entry is “a milestone moment” and Covent Garden is “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. 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.”