Peak Performance, the renowned Scandinavian outdoor clothing brand, has opened its debut UK store in the heart of Covent Garden. Located at 49 Long Acre, the store brings the brand’s iconic ski and outdoor wear to the UK for the first time in a standalone space. This move further cements Covent Garden’s reputation as a hub for performance-wear, a status reinforced by the store’s launch event.
The new Peak Performance store spans 1,700 sq ft and offers a range of the brand’s key collections, including the Helium down series, the Vertical GORE-TEX Pro ski range, and its ISPO-award-winning technical items. Alongside its product offering, the store provides several services for customers, including a secondhand trade-in system, care and repair services, and professional washing. The store’s design features a minimalist, Scandinavian-inspired interior, in line with the brand’s heritage and aesthetic.
In celebration of the launch, Peak Performance hosted a one-day event in Covent Garden’s historic Piazza, transforming it into a ski rail jam venue. The event featured performances by renowned athletes, including Alex Hackel from the USA and Sweden’s Theo Thoren. The spectacle was a nod to Covent Garden’s 1995 Big Air event, which is seen as a pivotal moment for the introduction of freeride snowsports in the UK. The public also had the chance to participate in ‘Give It a Go With A Pro’ tuition sessions led by UK Jibworx, alongside access to a bar with refreshments.
The opening of Peak Performance marks a continuation of Covent Garden’s growth as a key destination for performance-wear and specialist brands. It joins a roster of retailers including Arc’teryx, HOKA, Peloton, and the flagship store of Swedish footwear brand Axel Arigato, which recently opened in the area.
Commenting on the launch, William Oliver, Retail Leasing Director at Shaftesbury Capital, stated: “Peak Performance is the kind of bold, progressive and specialist brand that makes Covent Garden the unrivalled retail destination it is today, so we’re delighted to have welcomed its debut UK store to Long Acre. The neighbourhood is not only home to a host of top brands and national debuts but is also committed to supporting showstopping activations. This dedication is perfectly evidenced by the one-of-a-kind Piazza pop-up put on by Peak Performance against the backdrop of our iconic Market Building.”
Sara Molnar, CEO at Peak Performance, expressed her excitement about the opening: “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. It was really the perfect way to celebrate the launch of our first UK store, and we couldn’t be more excited to build on this momentum.”
The arrival of Peak Performance follows a series of new openings in Covent Garden, including NN.07, the sustainable menswear brand, which launched its first UK store on Earlham Street earlier this month. Other recent additions include Batch London, Gandy’s International, and the Swiss watchmaker Longines, which is set to open a new boutique on James Street later this year.
