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Peak Performance to launch fashion line ahead of UK push

Swedish sports label Peak Performance is launching a fashion sportswear range, ahead of its UK retail debut early next year.

The collection, which offers men's, women's and kidswear, will be unveiled at a temporary showroom in London this month. Retail prices will start at £45 for a polo shirt, £75 for jeans and £65 to £185 for outerwear.

It is the brand's first foray into fashion sportswear in the UK, having established itself in the technical sportswear market. It has 70 wholesale accounts, mainly in Blacks and Snow + Rock

"We have 21 years of heritage making technical sportswear and we're now applying that to a casual sportswear line, which will have a preppy attitude with a technical twist," said UK and Ireland country manager Simon Walker.

A standalone store in London's Regent Street or Covent Garden, its first in the UK, will house the collection, in addition to the existing golf and skiwear ranges. The unit is likely to be at least 10,000 sq ft in size, added Walker.

"We need a London store to boost our presence in Europe and reinforce our lifestyle credentials," he said.

The brand has appointed Simon Timmins as UK national account manager for golf and Barry O'Toole as UK account executive for technical sportswear, with Walker spearheading the casual sportswear line.

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