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 Breaking Headlines

The Finish Line Unveils Women's Concept Paiva

DECEMBER 21, 2005 -- The Finish Line unveiled the name of its new upscale women's chain along with additional details about the concept.

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," the company claimed. Paiva stores will be the source of fitness and fashion apparel for a woman's active lifestyle. The Paiva name may rival "Fogdog" and "Venator Group" as obscure banner names that need an explanation to relate to their offerings.

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

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% softgoods and 30% 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.

The Paiva store design also exudes energy through its materials, design, layout and product assortment. The environment is clean without being sterile, and the store gives an inviting and comfortable feel. Light is also a key element in the store design throughout the space. A high level of detail will be maintained throughout the store -- from the layout to the staff.

The Paiva stores will average approximately 4,000 square feet, and the first stores will open this spring beginning in April. This launch will be simultaneous through all channels: stores, web and catalog.

In August, Jeff Pofsky joined the Finish Line as VP/GMM of Paiva. He is a 20-year retail veteran, most recently employed by Target. Pofsky, along with Paiva's separate and dedicated product development, merchandising, marketing and store operations teams, will utilize Finish Line's existing infrastructure to assist in development and profitability.


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Categories
Sporting goods industry
Lifestyles
Apparel manufacturing
Stores
Merchandising

Companies
Paiva
The Finish Line Inc.
Venator Group"

Concepts
store design
dedicated product development
store operations teams
athletic sports genre
product assortment

People
Alan Cohen
Pilates





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