Peak Performance: The Rise of Sweden’s Outdoor & Ski Apparel Giant

The Story of Peak Performance – And how it all began.

Ever wonder how a few friends with a love for skiing turned a small idea into a globally recognised outdoor brand? That’s the story of Peak Performance. Born in Åre, Sweden’s ultimate ski town, this brand has become a favourite for skiers and outdoor lovers alike. Let’s take a closer look at how Peak Performance went from local legend to international success.

Known for its high-quality ski and outdoor wear, the brand has successfully navigated changing ownership and market trends, all the while staying true to its core principles. 

A Love for Skiing and Quality Gear

Back in 1986, three Swedish ski buddies—Stefan Engström, Peter Blom, and Christer Mårtensson—had a problem. They couldn’t find ski gear that was both stylish and functional. So, they decided to make their own. Stefan, a former pro skier broght his technical expertise, Peter, a designer, added a touch of style. And Christer, with his product development background, made sure everything worked as it should.

Setting up shop in Åre wasn’t a random choice. This skiing hotspot gave them direct access to the slopes for testing their designs. It also kept them close to the ski community they wanted to serve. What started as a small project to create cool gear for themselves and their friends quickly snowballed into something much bigger. The business was shaped by what was important to them – finding the right design and technical solution for each product.

Early Success and Expansion

Skiers in Sweden fell in love with Peak Performance almost immediately. The gear wasn’t just functional; it looked great, too. Word spread fast, and soon they were the go-to brand for stylish, high-quality ski wear. Success at home led to expansion across Scandinavia and eventually Northern Europe.

In the early 1990s, Peak Performance expanded its product line to include outdoor and casual wear. This diversification allowed the brand to grow into new markets, especially as interest in active lifestyles and outdoor fashion began to rise globally.

Growth and Changing Ownership

As Peak Performance grew, the brand’s ownership evolved. In 1998, the founders sold Peak Performance to IC Companys (which was changed to IC Group), a Danish apparel group. This acquisition provided Peak Performance with the resources to scale its business internationally, leveraging IC Group’s established retail and distribution networks. Under IC Group, the brand expanded to new regions, including North America, Asia, and parts of Europe, all the while preserving its Swedish roots and distinct design ethos.

In 2018, Peak Performance was acquired by Amer Sports, a Finnish sports equipment company with a strong portfolio of outdoor and sports brands like Salomon, Arc’teryx, and Wilson. This acquisition allowed Peak Performance to tap into Amer’s industry expertise, particularly in technical product development, retail, and marketing. The transition also marked a renewed focus on sustainability, with Amer Sports emphasising sustainable practices throughout the product lifecycle, from material sourcing to manufacturing.

Most recently, Amer Sports itself was acquired by a Chinese consortium led by Anta Sports. This ownership shift has allowed Peak Performance to tap into the growing Asian outdoor and sportswear market, bringing the brand to a larger global audience.

Why Skiers and Outdoor Adventurers Love Peak Performance

Function Meets Style

Peak Performance has nailed the balance between looking good and performing great. Their outdoor technical clothing can handle wild mountain weather, and at the same time be just as comfortable if you wear your gear around town. It’s this blend of functionality and Scandinavian design combined with a commitment to quality and innovation that ensures customers can rely on Peak Performance products in challenging environments, from ski slopes to rugged outdoor trails to walking the supermarket aisles at ICA.

High-Quality Gear That Lasts

From waterproof GORE-TEX® fabrics to lightweight insulation, Peak Performance invests in materials that perform. Whether you’re tackling a black ski run or a muddy hiking trail, their gear is built to keep up no matter the task at hand. Plus, it’s durable enough to last for seasons to come and can be a wise investment because of it durability it will outlast cheaper alternatives.

Constant Innovation

Peak Performance is always upping its game. They’ve developed their own GORE-TEX® material and innovative technologies like 3XDRY®, which keeps you cool during tough climbs and repels dirt and water. For insulation, they use both responsibly sourced down and advanced synthetics, ensuring you’re warm no matter what Mother Nature throws your way.

A Commitment to Sustainability

Over the years, Peak Performance has increasingly focused on sustainable practices, acknowledging the environmental impact of apparel production. The brand is working toward more eco-friendly materials, sustainable manufacturing processes, and responsible sourcing of down and wool. 

How can NORDISK PREPPER Help You Buy Premium Outdoor Brands?

Today, the second-hand market for clothing and gear has transformed, with growing awareness of consumption habits encouraging many to shop more responsibly. Purchasing second-hand outdoor equipment not only makes high-quality brands accessible at a fraction of the new price but also allows you to allocate savings towards future adventures and is good for the environment.

Peak Performance is a good example of a brand that focuses on quality in terms of materials and production, so if you look after your clothes you will be able to utilise them for a lifetime.

So, next time you’re gearing up for your next big outing, consider the benefits of second hand and become a regular, check out our Peak Performance stock when you get a moment.