Peak Performance to celebrate first UK store with Covent Garden take over

Scandinavian brand Peak Performance is transforming the Covent Garden Piazza into the "epicentre of UK ski culture" to celebrate the opening of its first UK store next week.

Taking place on 27 September, the 'ski rail jam' event will be hosted by action sports commentary legend Tim Warwood.

Alongside world-famous Peak Performance athletes such as Alex Hackel, Henrik Windstedt and Anni Karava, the UK’s best on-snow talent will show the public what the freeride spirit looks and feels like through a series of demonstrations on jumps and rails.

The general public is also invited to sign up for free 'Give It A Go With A Pro' tuition sessions with the UK Jibworx team.

The different demonstrations will take place throughout the event, finishing with an athlete showdown to claim the Rail Jam Crown.

Tina Rolén, Vice President of Marketing at Peak Performance, said: "We can’t wait to mark the opening of our new store by bringing the spirit of freeride skiing to the heart of London."

The event pays homage to Covent Garden's 'Big Air' event in 1995, a competition in the shadow of the piazza that is said to be regarded as the arrival of freeride snowsports into the UK.

It will coincide with opening of Peak Performance's flagship store in Covent Garden, marking its first retail space in the UK and a "significant milestone" in the brand’s global expansion.

Known for its bold and progressive designs, Peak Performance will offer a curated selection of collections within the new store, including its ‘Vertical’ Gore-tex pro ski range.

Influenced by Peak Performance’s heritage, the Covent Garden space will feature a Scandinavian aesthetic, with brightly lit interiors and light wood furnishings. Additionally, fixtures will include parts that come from recycled waste materials.

It will also offer a trade-in system from launch, allowing customers to exchange their pre-loved Peak Performance products for vouchers. The store will also offer services such as care and repair of garments and professional washing.

Peak Performance’s UK debut will join Covent Garden’s line-up of flagship stores from a selection of high performance brands, including the UK debut from footwear brand Hoka, the upsized anchor store for outdoor retailer Finisterre, and the flagship store for Peak Performance’s sister brand, Arc’teryx.