Finish Line to launch Paiva stores in April 2006

22 Dec '05
3 min read

Nation's leading athletic specialty retailers Finish Line Inc unveiled the name of its new upscale women's chain along with additional details about the concept.

PAIVA
The company selected the name "Paiva" (pronounced pie-va), referring to a sun deity, or meaning 'of the light,' because light is a source of energy and strength, as is fitness and working out. Paiva stores will be the source of fitness and fashion apparel for a woman's active lifestyle. Light and energy embody the essence of Paiva and are key elements of the store design.

"Whether this woman needs product, information, or a resource for training needs, Paiva will be a reliable destination for this consumer," says Finish Line's Chairman and Chief Executive Officer Alan Cohen. "This store is about an attitude and mindset and will encompass everything to fit this consumer's needs."

MERCHANDISING
Paiva will be a unique, multi-channel, premium athletic specialty store that speaks to active, trend conscious women through its products, brands, store environment and elevated level of customer service. It will have fashion to go with function and be grounded in the athletic sports genre.

The chain will be primarily mall-based and target 25-40-year-old active women who exercise frequently and engage in multiple athletic activities such as running, fitness/dance, yoga and Pilates along with seasonal sports including tennis and swimming. With a product mix that will be approximately 70 percent softgoods and 30 percent footwear, the product offerings will be multi-branded and feature the best assortment from the top athletic brands in addition to housing a collection of private label fashion basics.

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