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UK push for Peak Performance

Swedish lifestyle brand Peak Performance is to open its first standalone store in the UK and has appointed a country manager to lead the push.

Simon Walker, the former UK country manager for J Lindeberg, will oversee sales and marketing as Peak Performance concentrates on raising its profile and market share in the UK. He told Drapers: "We currently have 70 doors here. I want us to double that inside 12 months, including adding a flagship store in central London."

He added that UK perception of the brand was too narrow. "Peak Performance is seen as a skiwear brand, but it has a big sports casual offer too. That is what we want to push through our fashion stockists. The brand is serious about attacking the UK and is investing heavily in raising its profile, through advertising and a bigger presence at trade shows."

The brand has 21 stores internationally, 30 franchises and 55 shop-in-shops. The range consists of ski, casual and sportswear, including golf and technical sportswear for men, women and children.

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