Peak Performance Sports Fashion Pop-Up is back in Guildford

UK’s only pop-up store – now open

November 2019. Sports fashion label Peak Performance has opened an exclusive UK pop-up store in Guildford, Surrey. The space provides a unique opportunity for UK fans of the brand to visit a dedicated Peak Performance store with all ranges under one roof. The pop-up, in the heart of Surrey, showcases and sells the Swedish label’s latest autumn winter sports fashion and urban wear ranges for men, women and kids including their latest ski apparel.

Peak Performance opened its first ever UK pop-up store in Guildford as a trial from November 2018 to January 2019 and the new store is back by popular demand, bigger and better than ever. Based in the heart of Guildford (6 Market Street), Peak Performance’s only UK pop-up store opened on 25 October 2019 until 30 April 2020. Visitors to the 110 sqm store, set over two floors, can find clothing suitable for every eventuality – from slopes to streets, bike to bar, work to workout. This year the store is also stocking the label’s popular collection of kids and urban wear for the very first time.

David Walton, Founder of the Peak Performance Guildford pop-up in 2018 and 2019 and Snow Sports school Director said, “We’re thrilled to be back in Guildford with the only Peak Performance pop-up store in the UK. We had such a warm reception from Guildford last year, so it’s great to be back with a much bigger store, stocking more of Peak Performance’s collections than ever.”

“We provide the ultimate destination for existing and new fans of Peak Performance to be able to browse and shop in one space. We have everything from active leisure-wear; ski apparel, urban and golf wear all under one roof. Or if customers can’t make it into the shop, we’ve launched our online store ( I co-own a snow sports school in Morzine, France (PEAK Snow sports) and we teach lessons wearing Peak Performance ski-wear, 7 hours a day, 7 days a week which also means we’re well placed to advise customers on exactly what they’ll need for their upcoming ski trip!”

Martin Eisele, Head of Emerging Markets & Canada, Peak Performance said, “We are happy to have the opportunity to open this 2nd pop-up shop together with David Walton and also in close collaboration with our UK Distributor, Unify Brand Partnerships. At present, we see the possibility globally of refurbishments of existing key locations and new openings of physical stores already during the coming half year, which feels exciting. In the physical stores, personal service is the focus, something we value highly for our customers and this is also something David master and provides in his business. Physical stores open up more e-commerce and the e-commerce in turn opens up the possibility of physical stores. We strive to provide tools for our consumers to shop where they want, how they want and when they want.”

Peak Performance was founded in 1986, by three friends who also happened to be avid ski enthusiasts. Together they identified a gap in the market for ski-wear that was a departure from the superficial and extravagant designs synonymous with the 80s. Their ethos then was to create a label that fused both design and technology – a vision which is still at the heart of the label today. Fast forward ten years – Peak Performance embraced “The Great Outdoors” and expanded its clothing range from skiwear to urban, outdoor, training and sportswear.

** PEAK PERFORMANCE POP-UP STORE** 6 Market Street Guildford, GU1 3AJ Open 25 October 2019 – 30 April 2020 Mon – Fri 10am – 5pm Sat – 9.30am – 6pm Sun 11am – 4pm


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