Peak Performance is bringing the spirit of freeride to the U.K. for the first time with a new concept store, opened on September 27, in the heart of London, Covent Garden. The brand also opens its U.S. online store to consumers.
“London’s world-leading approach to fashion and style, alongside a growing community of new outdoor adventure seekers, makes it an ideal destination for Peak Performance. We couldn’t be more excited to open our first-ever store in the UK and the heart of its great capital. Our vision is for our new store to become a meeting place for the local ski and outdoor community and a key destination for international visitors,” says Sara Molnar, Peak Performance Brand President.
The store features a Scandinavian aesthetic, with brightly lit interiors and light wood furnishings. Unique advice and personal guidance from the store’s ambassadors will be a key focus, along with innovative personal services.
In London? Visit Peak Performance in Covent Garden. The store is open 10 am-7 pm Monday through Saturday and 11 am-5 pm on Sunday.
Epic opening day
Skiing in September in London sounds far-fetched, but on opening day, Peak Performance brought the snow—and London brought the energy.
The team celebrated with a day of skiing at the piazza and after party at the store—complete with a London Underground takeover.
The event included top skiers such as 17-year-old freeski sensation Theo Thorén and X Games medalist Alex Hackel. DJs brought extra energy and BBC presenter Tim Warwood hosted as athletes competed for the Rail Jam title. Consumers also got to ride with the pros in limited tuition slots and get tips at rail grind workshops.
Peak Performance e-com site launches in the US
Gearing up for the busiest season of the year, Peak Performance is thrilled to kick off the ski season with snow enthusiasts across the U.S. The Peak Performance e-commerce site is live in the United States!
“The USA’s global influence within fashion and style, alongside a growing community of new outdoor adventure seekers, makes it an ideal destination for Peak Performance,” said Sara Molnar.
“We couldn’t be more excited to finally offer North American skiers the chance to shop Peak Performance online. This marks a significant next step in our ongoing efforts to bring Peak Performance to the North American consumer, and we look forward to sharing more updates in the near future.”
