• Peak Performance Guildford

    From the slopes to the streets!

    November 1st 2018 saw Peak Performance, a sports fashion brand, launch its very first independent store in the UK.

    Inspired by their desire to combine fashion with a purpose, Peak Performance was founded in 1986 by three skiers from Sweden.

    So, when I heard that David, Lauren and their team would be opening up a new store in Guildford high street, I was curious to find out more about this exciting concept and brand.

    As soon as we walked into the store you could sense the excitement and anticipation for the town’s latest pop-up which played host to a wide range of guests, included the Mayor and Mayoress of Guildford, Martin  Eisele (head of emerging markets and Canada at Peak Performance), Unify Brand Partnership as well as Daniel Britten a former quarter-finalist from Season 8 of MasterChef.

    After being greeted by the lovely Kathryn and her colleague Chantelle from Dust PR London we were left to sample some of the Nordic inspired canapés and a glass of prosecco whilst browsing the colourful collection from Peak Performance.

    Whilst I have never had the pleasure of skiing myself, the thing that immediately struck me was how the brand was much more than just another sportswear provider. Every single detail had been thought of from the purpose of the product, the fashion aspect and last but not least creating something that was sustainable.

    This was reinforced by the stores event calendar, which will see the store transformed into a Private pop-up restaurant throughout December with Daniel Britten providing more delicious creations and Surrey Wine cellar supplying the wine list, a perfect marriage of talents if I have ever seen one.

    Moreover, Yoga classes will also be taking place on various dates in the morning, so you needn’t wait until the New Year to kick-start your healthy lifestyle regime.

    Despite primarily operating in the ski sector, Peak Performance’s latest urban collection sees them focusing on clothing that can be worn for multiple activities which include running, yoga, golf and much more.

    What I particularly loved is how the brand had combined modern technology with sustainability throughout the range. I have to confess that there is something strangely satisfying about going around scanning various QR codes and being able to track the original source of the down used in their products, this extensive list also covers the breakdown of materials as well as the country where the down had been made and how. As an animal lover it was reassuring to know that the down has been sourced ethically.

    Of course, when David and his team asked if I would like to try a few things on, naturally I couldn’t resist. From the moment I tried on their Hipecore + Anima ski suit on I wasn’t dissappointed. Despite the material feeling thin, it was incredibly warm and had me feeling like I was back home wrapped in my warm duvet. Next I tried on their Rider Mid Layer Zip Hood Jacket which was so soft that I have already added it to my list to Santa this year (My Husband).

    We had such an incredible evening and I throughly enjoyed learning all about Peak Performance and I am confident that with David and Lauren behind the UK’s first stand alone pop-up they will scale new heights. You can explore Peak Performance’s collections under one roof until January 31st 2019 at 161, High Street, Guildford on the corner by Jefferies Passage.

    Products Mentioned

    Women’s Rider Mid Layer Zip Hood Jacket £120.00

    Unisex Knitted Pow Hat Salute Blue £40.00

    Unisex 2-Layer Peak Performance Knitted Hat £45.00

    Women’s Padded Hipecore + Anima Ski Jacket Vibrant Pink £300.00

    Women’s Padded Hipecore + Anima Ski Pants Vibrant Pink £260.00

    You can find out more about Peak Performance and the store’s latest updates by clicking on the links below:



    Have you popped in for a peak at Guildford’s latest pop-up? What are your favourite pieces? I would love to know in the comments below. 

    Love Emma 


    Disclaimer: Dust PR very kindly invited me along to the launch of Peak Performance Guildford in exchange for an honest review. As always all thoughts and opinions remain my own. 


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