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Finish Line Targets Women

INDIANAPOLIS-Athletic specialty retailer, the Finish Line Inc., is launching a new concept store called Paiva.

By Dana Dubriwny | Updated on December 22, 2005

INDIANAPOLIS-Athletic specialty retailer, the Finish Line Inc., is joining the host of retailers launching a new concept store. Known as Paiva, Finish Line’s new store will target 25- to 40-year-old active women who exercise frequently and engage in multiple athletic activities.

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.

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