Scandinavian outdoor brand Peak Performance is making its UK debut with a flagship store in Covent Garden.

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Finnish outdoor brand Peak Performance is opening a store in London’s Covent Garden

Peak Performance, owned by Finnish group Amer Sports and a sister brand of outdoor apparel and accessories retailer Arc’teryx, is set to make its UK debut with a Covent Garden flagship.

The new 1,700 sq ft space at 49 Long Acre will feature a range of the retailer’s skiing, hiking, mountain biking, trail running and urban exploration products, which are designed for high-quality performance and to endure the most demanding conditions.

The London store will showcase the retailer’s secondhand programme, WearAgains, which offers a trade-in system, allowing customers to exchange their pre-loved Peak Performance products for vouchers. It will also offer services such as care and repair of garments and professional washing.

Peak Performance’s store joins a host of other sports and outdoor retailers in the area, including footwear retailer Hoka’s first UK store and an upsized anchor store for Finisterre, as well as Peloton and Lululemon. 

Sara Molnar, chief executive of Peak Performance, said: “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.”

Michelle McGrath, executive director of landlord Shaftesbury Capital, said: “Peak Performance’s distinct Scandinavian heritage combined with its strong sustainability-focused ethos contributes to its reputation as a high-quality expert in its 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.”