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Outdoor clothing brand with stores in nine European countries is set to open flagship shop in the UK for the first time


AN OUTDOOR clothing brand with stores in nine European countries is set to open its first flagship shop in the UK.

Scandinavian outdoor retailer Peak Performance will occupy a brand new 1,700 sq ft space in London’s Covent Garden and feature a range of their own skiing, hiking and mountain biking products.

Scandinavian outdoor retailer Peak Performance will be opening its flagship UK store in London soon

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Scandinavian outdoor retailer Peak Performance will be opening its flagship UK store in London soonCredit: Alamy
The outdoor clothing brand already has stores across nine European countries

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The outdoor clothing brand already has stores across nine European countriesCredit: Alamy

The store, located at 49 Long Acre, will also stock trail running and urban exploration products designed for high-quality performance and to endure the most demanding conditions.

Perhaps the most eye-catching part for shoppers is the introduction of a trade-in system.

The outdoor retailer manages its very own secondhand programme, WearAgains, in which customers can exchange their old and used Peak Performance products for vouchers.

The London store will also offer services such as care and repair of garments and professional washing.

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, praised the brand for its strong sustainability-focused ethos and hailed it a high-quality expert in its space.

“It is this unique personality that makes this opening the ideal addition to Covent Garden,” McGrath said.

“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.”

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Peak Performance is owned by Finnish group Amer Sports and is a sister brand of outdoor apparel and accessories retailer Arc’teryx, which already has two stores in London.

One of those previously occupied the 49 Long Acre address in Covent Garden, but has since moved to a new flagship store on King Street.

It is yet to be confirmed exactly when Peak Performance will open its doors to customers, but Covent Garden’s website insists it is “coming soon”.

It has, however, already listed its opening hours ahead of the first day of trading.

The Covent Garden location will be open from 10am-7pm every day besides Sunday’s, when trading hours will shorten to 11am-5pm.

Peak Performance’s store will join 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.

Fitness brands Peloton and Lululemon also have sites located in the capital.



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