Peak Performance Debuts in London

Peak Performance (Stockholm) has opened its first U.K. store, in London’s Covent Garden. The store features a Scandinavian aesthetic, with brightly lit interiors and light wood furnishings.

“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,” says Brand President Sara Molnar. “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.”

Peak Performance is a unit of Helsinki-based Amer Sports, whose other brands include Arc’teryx, Armada, Atomic, Salomon and Wilson. The company went public earlier this year, debuting on the New York Stock Exchange. In all, Amer Sports operates more than 330 stores, most under the Arc’teryx and Salomon brands.