The Swedish premium activewear brand Peak Performance has opened its first General Store in Brussels. Located on one of Brussel’s most popular fashion streets, Avenue Louise 31-46A, the 350-sq.-meter store showcases the Peak Performance world on two stories, including its ski, outdoor, training, golf and casual categories. Meanwhile, the interior design of the store is all about authenticity and design. Dark wood, steel and concrete are the main materials, as flat screens show off beautiful landscapes and sports movies. The new fifth General Store store in Belgium follows stores in Antwerp, Brugge, Gent and Leuven. The brand is in 70 doors worldwide, in strategic cities and markets such as Åre, Stockholm, Chamonix, Val d’Isère, Cortina d’Ampezzo, St. Anton, Berlin and Whistler. In addition to the monobrand stores, Peak Performance is sold in over 2,000 retailers worldwide. In the last 2008-09 financial year, Peak Performance drew a turnover of €126 million.

—Regina Henkel