Peak Performance is Scandinavia’s largest brand of technical sports and fashion wear. The brand has its origin in alpine skiing and was founded in 1986 by passionate skiers who called for functional skiwear which at the same time was stylish and modern. Since then, Peak Performance has been among the world’s leading brands when it comes to technical, functional sports and fashion wear.
The strength of the brand has always been its combination of functionality and style, and when Peak Performance embarked on the revitalization of the brand in 2014/15, the target was to unleash its large potential. Peak Performance must be a vibrant, dynamic and progressive brand, and a pioneer within Sports Fashion recognized by the consumer by its clear DNA; “Performance mixed with style”.
To Peak Performance, the Nordic markets Sweden, Denmark, Norway and Finland are strategically important. Combined, they account for the majority of revenue, and the brand holds a strong position with good growth opportunities in all of these markets. Outside the Nordic region, the markets in the Alps region are important and comprise Germany, Austria, Switzerland, France and Italy.
Peak Performance has gained a strong foothold in these markets, which must be expanded with focus on strategically important regions, cities and ski resorts. Outside Europe, Peak Performance has a minor foothold in Canada which strategically has a lower priority in the short-term perspective.
A key focus area in relation to the positioning of Peak Performance – across all markets – is increased distribution control, including a higher share of branded sales areas.
This plays an essential role in order to ensure that the consumer always gets the same brand experience in all markets and in all channels. In the brand’s own channels, comprising physical stores, concessions, own e-commerce as well as outlets, the consumer experience must be more exclusive, and the brand experience must be clear and unambiguous across all different product categories in the stores – both in physical stores as well as online. As a consequence of the above factors, the relative revenue share from own channels is expected to increase.
In the wholesale channel the cooperation with a number of key customers must be further strengthened, and the share and size of branded sales areas (soft corners and shop-in-shops) must be increased through this strengthened cooperation.
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To buy products or learn more visit the Peak Performance webpage