Swedish Outdoor Brand Peak Performance Launching Innovative Concept Store in Vancouver’s Kitsilano [Interview]


Share post:

Peak Performance, the renowned Scandinavian outdoor brand, is opening its first concept store in Canada on November 17. 

Situated in the heart of Vancouver, on West 4th Street in Kitsilano, the 1,900-square-foot store will cater to Vancouver’s vibrant outdoor community, offering a curated selection of high-performance outdoor apparel.

Marcus Grönberg

Marcus Grönberg, VP Global Expansion at Swedish-based Peak Performance, said the new store is envisioned to be a vibrant community hub.

“We’ve designed the new store to be a gathering place where outdoor enthusiasts can connect, find inspiration, and discover the ultimate technical apparel for their adventures,” he said. 

Image: Peak Performance

“We appreciate the similarities between Canada and Sweden. Canada experiences the best of all four seasons and can have notably cold winters. This climate, coupled with its stunning and diverse natural landscapes and terrains, creates a need for products like ours, built to withstand extreme conditions and ensure smooth transitions between seasons. Canada also boasts a dynamic community of outdoor enthusiasts, who we’re sure will appreciate our versatile range, whether they’re adventuring on skis, by bike, or on foot.

“Vancouver, with its expanding outdoor community, stunning natural beauty, and proximity to the mountains, stands as the ideal location for an outdoor brand like Peak Performance. The city boasts a thriving outdoor community and draws individuals from across Canada and the world. All of these elements in conjunction create an ideal setting for those pursuing an active lifestyle, aligning seamlessly with Peak Performance’s values and offerings. Our new store finds its home in the bustling Kitsilano neighbourhood, a favourite shopping destination for both locals and tourists. We see immense potential in this area and eagerly anticipate our role in fostering further growth within the outdoor community.”

Image: Peak Performance

Peak Performance will open at 2123 West 4th Avenue.

“Following our successful franchise stores in Whistler and Montreal, the launch of our innovative Vancouver concept store marks a significant milestone in our Canadian expansion. Our online platform, peakperformance.com, serves as the central hub for outdoor enthusiasts nationwide. Our future store strategy focuses on major cities near ski destinations such as Whistler, Banff, Blue Mountain, and more, ensuring easy access for the outdoor community,” said Grönberg. 

“Born in the small town of Åre, Sweden in 1986, Peak Performance was founded by two passionate skiers, one of them a world-class mogul skier with multiple World Cup victories. While testing a new ski-wear line on a chairlift ride up a mountain, they wondered why no one was creating ski apparel that combined excellent functionality with a simple, appealing design. Initially, their ambitions were modest, aiming to make clothes for themselves and their friends. Their business was driven by what was important to them, designing ski wear for themselves, their friends, and their wider ski community that balanced great design with the perfect technical solutions for their rides. In the late 1980s, as people sought genuine quality over extravagance, Peak Performance’s ski jackets with leather details and flannel shirts gained popularity.

“The overwhelming response to their first mail-order catalogue led to the opening of their first store in Åre in 1987. Today, Peak Performance boasts over 60 stores, including franchises across 20 markets globally, recently expanding to Japan, Denmark, Austria, Shenzhen, China, and soon, Berlin, Germany.”

Image: Peak Performance

The new concept store in Vancouver is set to open a Care & Repair section in the coming months, where customers can receive assistance to patch and repair damaged items. Peak Performance will also offer professional wash and laundry services in-store, complemented by staff expertise on the garments. The initiative showcases the brand’s determination to improve longevity by providing high-quality products that can be used over and over again.  As a special treat for the Vancouver community, the new Peak Performance store will also offer a cozy hot chocolate bar, allowing customers to unwind while they shop and enjoy a truly ‘lagom’ Swedish experience.

“Our strong roots in freeskiing and our unwavering passion for venturing into uncharted territories have been defining features of our brand from day one, setting us apart as a market leader in our niche to this day. We blend technical excellence with a bold and distinctive style which, in my belief, remains truly unmatched,” said Grönberg. 

“In today’s fiercely competitive retail landscape, where numerous brands offer exceptional products, we find motivation to push our creative boundaries and innovate our product designs one step further. Modern consumers seek more than just gear for various outdoor activities; they desire brands that align with their values, engage meaningfully, and provide seamless online and in-store experiences. 

“With the launch of our new concept store in Kitsilano, we aim to build a space that fosters community amongst the city’s passionate outdoor enthusiasts. While skiing remains at our core, we understand the growing popularity of year-round outdoor activities and have expanded our offerings to cater to these needs. We’ve leveraged our technical expertise from skiing to create products that enhance outdoor adventures, whether on snow or on the trails.”

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training.


  1. Salomon – arguably the biggest and most influential outdoor brand – failed in its Park Royal location several years ago (though oddly, it didn’t carry ANY of the skis, bindings, and snowboards which are the backbone of its business). PP will be sandwiched between a high-end market dominated by Arc’teryx and (to some degree) TNF and a vast, highly functional mid-range that’s already well serviced by MEC, (brand label), Helly-Hansen, and Columbia. And if they’re going after the gorpcore crowd, they’re already shopping at the highly-eclectic Fjallraven; one of the few brands that offers truly differentiating products. I wish them success, but everyone I know who’s worn PP got the goods at either pro-form or heavily discounted pricing.


Please enter your comment!
Please enter your name here

More From The Author



Subscribe to the Newsletter


* indicates required

Related articles

Enhancing Retail Environments: A Contemporary Feng Shui Consultant’s Insights on Design, Colour, and Visitor Experience [Podcast]

Craig and Mark Ainley discuss the profound impact of Feng Shui and flow on retail spaces. Mark highlights how subtle cues, from sharp angles to vibrant colours, influence consumer behaviour, emphasizing the importance of creating an authentic and inviting retail atmosphere.

Top Shopping Centres in Canada Evolving Experiential Elements to Grow Foot Traffic and Tenant Revenue [Interview]

JLL’s Senior Marketing Director, Property Management, discusses how creating unique experiences tailored to local markets helps drive overall asset value through increased footfall and productivity.

Mastermind Toys Acquired by Joe Mimran’s Unity Acquisitions, 18 Stores to Close 

Unity will acquire the majority of Mastermind Toys store locations following a bankruptcy filing, with a significant number of employees continuing with the business.

Active Gaming Facility ‘Activate’ Plans Rapid Cross-Canada Expansion with New Leases [Interview]

The company, known for its unique competitive socializing concept, aims to open multiple locations in Canada while also planning a global expansion.

Alo Yoga Entering Quebec Market Amid Ongoing Canadian Store Expansion

The US-based athleisure brand, similar to Lululemon, has launched a multi-store-per-city strategy in Canada as it enters the Belle Provence. 

From ‘Greedflation’ to Government Scrutiny: A Rollercoaster Year for Canada’s Grocery Industry [Op-Ed]

Sylvain Charlebois discusses how over the past year the Canadian grocery industry has faced unprecedented political scrutiny and intervention, while also saying there's potential for a re-emergence of unethical schemes.

West Edmonton Mall Continues to Expand Luxury Retail with Addition of Moncler; Tiffany Marks 10 Years

Italian luxury brand Moncler is the latest to join the massive shopping centre with retailers such as Louis Vuitton, Balenciaga and Gucci. The mall’s first luxury store, Tiffany & Co. is also marking 10 years. 

Canadian Consumers to Prioritize Brick-and-Mortar Retail into December [Report/Interview]

Electronics are among the top gifts, with moderate growth in the restaurant and grocery sectors expected while also noting a controlled promotional approach due to slowing inflation.

Salesforce’s Rob Garf Discusses Canadian Retailers’ Strategies Amidst Q3 E-commerce Slowdown [Report/Interview]

Garf discusses a report showing a 9% decline in Canadian e-commerce growth, indicating a consumer expectation for discounts in the upcoming months. He discusses a consumer shift and how retailers can address it.

Early Signs Point to a Strong Holiday Shopping Season in Canada Despite Economic Challenges

Reports indicate that last Saturday and Sunday saw the biggest surge in consumer spending so far, with predictions made as we head into December.

Specsavers Set to Reach 100 Canadian Locations in Early 2024, Expanding into New Markets [Interviews]

The eyewear retailer, which entered Canada in 2021, is rapidly expanding and looking to gain market share from established players.

Burton Snowboards Transforms Toronto Flagship for [ak] Collection as Brand Looks to Expand [Interview/Photos]

The high-performance AK collection is a new focus, with Burton planning to grow its retail presence in Canada with more stores in key markets.