Peak Performance Goes Big In The U.S With REI launch

Beginning today, REI will be the exclusive U.S. retail partner for Peak Performance, offering a curated assortment of its most iconic pieces both online and in 30 select stores across the country.

“Having REI as a partner helps us reach more mountain enthusiasts in the United States,” said Marcus Grönberg, General Manager, North America for Peak Performance. “In terms of trust and reach, REI sets the standard in outdoor retail in the U.S. Our partnership with them will help us spread the freeride spirit to a wider audience across the country.”

Ahead of the 2025-2026 ski season, REI will carry a selected range of Peak Performance’s best-selling ski outerwear as well as the brand’s signature Helium line of down jackets and vests. The product selection will appeal to skiers of all ability levels while delivering the cutting edge design and functionality for which the brand is known.

“REI shares our belief that technical apparel should elevate the outdoor experience, without compromising on style or responsibility,” said Grönberg. “Together, we’re excited to introduce more people to gear that’s built to move through mountains, cities, and seasons with style and ease.”

Founded in Åre, Sweden, in 1986, Peak Performance has become a leading name in the ski industry and the go-to brand among stylish adventurers worldwide. Peak Performance is widely known as the title sponsor of the Freeride World Tour and has pulled together an international team of the world’s most exciting mountain athletes, including Hedvig Wessel, Justine Dufour-Lapointe, Svea Irving, WeiTien Ho, and Hunter Hess.

Peak Performance’s arrival at REI marks a significant step in the brand’s North American expansion. It follows a U.S. e-commerce launch last year, as well the opening of new concept stores in Vancouver, BC, and the continued success of retail locations in Whistler, BC, and Montreal, QC.

“This launch will help us amplify the bold energy and progressive design for which we’re known across North America,” said Grönberg. “Peak Performance isn’t just about performance—it’s about self-expression in the mountains and beyond. We want people here to experience the same feeling of freedom that inspired our founders nearly forty years ago.”

Peak Performance will celebrate the launch by activating at select REI locations across the country, including those in Denver, CO; Salt Lake City, UT; and Seattle, WA.