An eagerness to expand can take leaders down slippery slopes if they don’t have a clear direction. When Swedish outdoor clothing company Peak Performance now is expanding in the UK as well as in the US it is indeed navigating in challenging terrain.
This summer, the Swedish outdoor brand Peak Performance, owned by Amer Sports, confirmed it will open its first-ever store in the UK as part of its global expansion plans. At the same time it launches in the US along with Arc’teryx, the outdoor and ski wear brand being a part of Amer’s Technical Apparel segment.
Luckily for Sara Molnar, the president and CEO of Peak Performance, she is a lifelong skiing and freeride competitor combined with a successful career in legal and financial sectors, making her fit for navigating in challenging terrain.
Peak Performance has selected Covent Garden in London for its debut UK store, following in the footsteps of its sister brand, Canadian high-performance outdoor wear brand Arc’teryx, which opened its biggest European store on King Street in May.
In the U.S., the brand is introducing its 2024 Ski Collection, a category where the company reported it is “well-known through its partnership with the Freeride World Tour.” The collection will be available through a new e-commerce platform.
“I noticed how other people spoke about their work with pride and passion, and wanted to have that feeling too,” she said in an interview with the prestigious magazine Monocle. “My connection to Peak Performance goes back to my childhood, which I spent skiing, and the community around the brand.”
Its 1,700-square-foot UK flagship will be located at 49 Long Acre. It will offer a curated selection of its collections, including its lightweight Helium down series, its Vertical Gore-Tex Pro ski range and ISPO-award-winning technical items, with apparel and accessories for skiing, hiking, mountain biking, trail running, and urban exploration.
“Known for seamlessly blending high-performance functionality with Scandinavian minimalist design, Peak Performance has earned a dedicated following across Europe and beyond,” the company said in a media release. “Founded by skiers in the mountain town of Åre, Sweden in 1986, the brand was born out of a desire to create apparel that could meet the rigorous demands of extreme weather conditions while offering more stylish, progressive aesthetics. Over the years, Peak Performance has evolved into a versatile lifestyle brand, delivering innovative gear not only for skiing but also for a wide range of outdoor sports such as hiking, mountain biking, and golf, as well as for everyday urban wear.”
Now, Molnar is leading Peak Performance’s transformation, guiding it through unchartered territory as the company grows. “You cannot expand globally without knowing who you are and what you stand for,” she says. “It’s about disciplined growth.”
The concept store in London will also showcase Peak Performance’s second-hand program ‘WearAgains’ offering a trade-in system from launch, allowing customers to exchange their pre-loved Peak Performance products for vouchers. This will sit alongside innovative services such as care and repair of garments and professional washing to spotlight the brand’s commitment to the longevity and upcycling of its products.
The company said the brand’s expansion into the U.S. builds on its recent growth in Canada, including opening a brand store in Vancouver in Fall 2023 to “showcase its pairing of progressive design with technical leadership.”
Peak Performance’s recent shop openings in Berlin, Vancouver and London, as well as a new location in China, offer the company fresh opportunities to learn and build a bigger community. For Molnar, retail remains at the heart of the business. As the business continues its slalom across the world, the challenge is becoming how to balance the company’s global aspirations with the importance of honoring its Scandinavian roots.
In a statement Sara Molnar 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.”
Peak Performance has deep roots in skiing, showcased by its presenting partnership with the Freeride World Tour (FWT) and the brand’s roster of athletes, including FWT champion Hedvig Wessel and two USA-born competitors, Alex Hackel and Svea Irving. With its launch in the U.S., Peak Performance said it is adding to its athlete roster and will continue to expand its team to support more riders and ambassadors in the U.S. and gain further insights into the North American market.
“The Shop is where you truly engage with your community, and get to understand customer desires,” says Molnar. “You rely on shop staff as key ambassadors,”
Commenting on the signing in London, Michelle McGrath, executive director at Shaftesbury Capital, added: “Peak Performance’s distinct Scandinavian heritage combined with its strong sustainability-focused ethos contributes to its reputation as high-quality experts in their 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.”
“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.”
Swedish Outdoor Clothing Company Navigating in Challenging Terrain, written by Tor Kjolberg