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      Press Release

      Press Release


      UK-first exclusive pop-up lands November 2018

      Thursday 1st November saw Swedish sports fashion label Peak Performance open its first ever stand-alone pop-up store in the UK.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.

      Now open until 31st January 2019, the pop-up in the heart of Surrey, showcases and sells the label’s latest season sports fashion ranges for men and women including its extensive range of ski apparel, as well as playing host to a bespoke programme of events.

      The pop-up was declared officially open by the Mayor and Mayoress of Guildford, Councillor Mike Parsons and Jean Parsons at the VIP launch of the store, which saw friends and fans of the brand come together for an exclusive pop-up preview and to enjoy an evening of Nordic cuisine, prepared by private chef Daniel Britten, a former MasterChef quarter-finalist.

      “Snow covered mountains, city streets and remote forest trails – it’s all home to us. Peak Performance was founded 1986 in Åre, Sweden, by three passionate skiers who wanted to revolutionize ski wear. Today, we’re an international sports fashion brand and breaking new ground is still our reason for being. Our mission is to make active life easier. We unite style and performance and create innovative casual and active wear for a life on the move.  Our products are defined by exceptional quality, cutting-edge design and unbeatable performance. Welcome to Peak Performance.”

      Based in the heart of Guildford, Peak Performance’s first-ever UK pop-up store brings this thinking to life, showing visitors to the 107 sqm store how to find clothing suitable for every eventuality - from slopes to streets, bike to bar, work to workout.

      Unify Brand Partnership has been the UK distributor of Peak Performance since 2013 taking the Swedish sports fashion brand into a number of stores and managing all commercial deals for the UK.  The Unify team attended the launch along with key figureheads from Peak Performance’s HQ in Sweden.

      Says David Walton, Co-founder of the Peak Performance pop-up in Guildford and Ski School Director said,

      “We’re thrilled to be opening the first UK Peak Performance pop-up store in Guildford. Our mission is to provide the ultimate destination for existing and new fans of Peak Performance to be able to browse and shop all of our collections in one space. We’re hoping this will pave the way for further store roll-outs in the future!”

      Martin Eisele, Head of Emerging Markets & Canada at Peak Performance, adds:

      “We’re very proud to be supporting David and the team with the Guildford pop-up store. The UK is a very significant and exciting market for Peak Performance, and following a very promising opening day, we’re confident the Guildford store will prove to be a great success.”



      161, High Street, Guildford, GU1 3AJ

      Open 1 Nov 2018 - 31 Jan 2019

      Mon - Fri 10am - 6pm

      Sat - 9.30am - 6pm

      Sun 11am - 5pm


      For more information and to access the full events programme, see @peakperformanceguildford