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Snow Peak, the outdoor lifestyle company from Japan, is expanding into the European market with the launch of its flagship London store. The new three-storey 4,300 square foot space in London’s revitalised St James’s Market will showcase Snow Peak’s high-quality camping equipment, gear, and clothing, creating an inviting and immersive customer experience through a curated retail store combined with a cafe space.

Having already established themselves with key retailers throughout Europe, Snow Peak decided upon London as the area where consumers can best connect directly with the brand. Snow Peak fits perfectly into the London environment given that it’s a hub for fashion and design, but also the active outdoor community. In choosing the new location, Kei Saito, director of Snow Peak UK, said in a statement: “When looking for a flagship store in Europe, we were excited to find such a great retail space in St James’s Market. Surrounded by speciality stores and restaurants with a quality focus, we are very happy to begin our new chapter of the business here.”

The new flagship retail space will showcase Snow Peak’s line of Japanese-designed, lifetime-guaranteed products for outdoor living – in the backcountry, at a campsite, or in the backyard. Snow Peak has always been a brand that brings people together in the outdoors, often around fire and food. So it’s fitting that the new London store will house a tea and coffee bar, partnering with Workshop Coffee, to serve coffee in an authentic Snow Peak way.