*Oakville Location. Photo: Peak Performance*

By Mario Toneguzzi

Outdoor sports fashion brand Peak Performance with its roots in Sweden is continuing to expand its operations in Canada.

The ski brand was founded in 1986 in Åre, a mountain village in the Swedish province of Jämtland, by the 2 founders hanging out in a chalet talking about making better quality ski wear and creating a line that could transfer seamlessly to their traditional après–ski activities.

*Christopher Clementoni. Photo: LinkedIn*

“They wanted to create a line that was versatile. A product offering that could fit all walks of life. A line that could take us from bike to bar, work to workout, ski to chalet. Whatever it is that you do, you can find the perfect product with Peak Performance,” said Christopher Clementoni, Country Manager for Peak Performance in Canada.

“The Peak Performance brand is routed in ski and has now branched off now to so many categories. In the spring and summer seasons we pride ourselves on an extensive outdoor and golf offering. We also have a full fashion specific offering that we’ve developed over the last number of years that has now allowed us to attain a completely new customer base. Ski, golf and fashion are really the three categories where we really excel.”

The high-quality apparel includes everything except for footwear.

Peak Performance opened a franchise store in Oakville in October 2016 - its most recent bricks and mortar location. It has had store in operation in Whistler, B.C., for just over seven years, and a store in Brossard, Quebec for five years. “All of our concept store locations offer an amazing brand experience for all walks of life.”

*Menswear from Peak Performance Website*

“We intend to expand and grow our wholesale business in Canada,” said Clementoni. “After being with adidas for over 10 years, it allowed me to come into the Peak Performance business with a strong understanding of how a global brand can operate in the Canadian marketplace.”

“With new leadership in the Canadian market, it has allowed us to take our Brand to the next level.”

“I would say right now that there aren’t any definitive plans on opening new Concept stores. We are however always open to exploring new opportunities. We obviously like to look at the resort areas like Banff, Kicking Horse and Mont Tremblant as potential locations.

“Today, it’s positioning ourselves accordingly with the right wholesale partners.”

“Opening accounts like Sporting Life has supported us quite a bit being in able to broaden our reach to our consumer. The business in Canada has been relatively incubated in Quebec from a wholesale perspective mainly due this is where the brand began its entrance into the Canadian marketplace. This is also where we have had the most consistency in representation having worked with the same sales agency for many years.”

“Opening Sporting Life has been our proudest achievement to date since the leadership change in our business 18 months ago. Right now we’re looking at a national expansion. We’re looking to open key accounts in different regions of Canada to grow our brand footprint and create more awareness around our amazing product offering.”

*Whistler Location (Above and Below). Photo: Peak Performance*

“We are in a great position right now in Canada. We are continuing to open new accounts and creating open lines of communication with potential new Key account partners”.

Product will be launched with Sporting Life starting October 1.

Mario Toneguzzi, based in Calgary has 37 years of experience as a daily newspaper writer, columnist and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, city and breaking news, and business. For 12 years as a business writer, his main beats were commercial and residential real estate, retail, small business and general economic news. He nows works on his own as a freelance writer and consultant in communications and media relations/training. Email: mdtoneguzzi@gmail.com

FOR MORE OF TODAY'S CANADIAN RETAIL NEWS: