Peak Performance will open its new flagship store in Hamburg, Germany, on Sept. 3. The store is centrally located in Hamburg’s city center at Bleichenbrücke 10/Kaufmannshaus and builds on the Swedish brand’s strategic approach of combining fashion and function. The focus is on urban lifestyle and nature and is balanced with a uniform and expressive store concept. The design of the 200-sqm store is strongly oriented towards the Swedish origin of the brand. Also in the sense of sustainability and longevity, only elements made of sustainable materials have been placed on the shop floor. The ultra-modern retail concept was designed and developed in Scandinavia, with Swedish pine wood, supplemented by steel and fully recycled polycarbonate, being the main material used in the store. The new flagship store will be managed by Duschant Channa. As former department manager of Peek & Cloppenburg in Düsseldorf and head of the IQOS store in Hamburg, Channa looks back on 14 years of retail experience.