Crowded in the Berlin Store. Photo: Lina Grün

In fall 2007, Peak Performance will be inaugurating another eight General Stores all around the world, thereby strengthening their international position. In cities like Berlin, Copenhagen, Aalborg, Tonsberg, Lucerne, Kempten, Maastricht and Amsterdam, new flag ship boutiques are opening their doors.

On October 11, Peak Performance opened a 250 sq m boutique at Rosenthaler Strasse 34/35 in Berlin’s super-hot Mitte district – the strongest growing area in retail, fashion and design.

”Peak Performance is Sweden’s largest fashion export company and one of the secrets to our success is our aggressive boutique expansion in strategically selected locations. We are very happy about our fantastic location in Berlin and look forward to establishing additional boutiques in Europe,” says Jonas Ottosson, Managing Director for Peak Performance.

To commemorate the 20th anniversary of the company in 2006, Peak Performance set about updating their boutique concept. The new concept communicates a feeling of authenticity as well as the trademark’s Mountain Resort Brand vision. The boutique atmosphere is warm and welcoming, conveying a passion for outdoor life and securing Peak Performance as a premium international name brand, while at the same time giving expression to an active and modern lifestyle. Every boutique is individually designed according to its specific physical possibilities and its own unique characteristics. Dark wood and concrete are central design elements, alongside big flat screen TVs showing the season’s ski, golf and sports films.

General Stores is Peak Performance’s name for the 60-odd boutiques strategically placed around the world in cities like Stockholm, Chamonix, Val d’Isère, Cortina, Geneva, Munich and Whistler, to name a few. These General Stores provide the opportunity for showcasing the company’s breadth and depth in all product groups and for conveying the feeling, knowledge and competence that Peak Performance has developed over its first twenty-one years. In addition to the General Stores, Peak Performance products are distributed via 1800 retailers in over twenty countries in Europe, Canada and Japan.