The company says it plans to open the first stores in April 2006, and like its parent company will be mall based. Standing at 4,000 sf, each Paiva store will stock 70% softgoods and 30% footwear, which will include multi-branded merchandise as well as a collection of private label fashion basics.

The name, Paiva (pronounced pie-va), refers to a sun deity, and "light is a source of energy and strength, as is fitness and working out," says the company. To illustrate the concept, the company plans to "exude energy through its materials, design, layout and product assortment." Like the name suggests, the store's environment will rely heavily on lighting, which will help give an inviting and comfortable feel.

Paiva follows a list of new concept stores announced in the past year. Just last week, fashion retailer Coldwater Creek announced a new spa concept. Other retailers launching concept stores include bebe Inc., which is incepting an accessories division; American Eagle Outfitters is launching Martin + OSA; Pacific Sunwear is starting One Thousand Steps, its new accessories and footwear chain; Gap Inc. has opened Forth & Towne; and Abercrombie last year launched Reuhl, a store that targets shoppers ages 22 to 30.