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Thursday, 13 April 2006 | Levent OZLER
Paiva Women's Athletic Fashion Boutique Makes National Debut
The Finish Line, Inc. (Finish Line), one of the nation's leading athletic specialty retailers, today announced that it will debut the nation's first Paiva store in Austin, Texas at Barton Creek Square on Friday, April 14th. Additional openings this spring include Natick Mall near Boston, Westfield Annapolis in Maryland, Mall of America in Minnesota and Bellevue Square in Seattle.
Paiva (pronounced pie-vah) is a unique, multi-channel, premium athletic specialty store that features retail store locations in addition to http://www.paiva.com and a catalog. The stores will deliver an upscale shopping experience for active women who demand an elevated level of service and style, and seek a blend of fitness and fashion apparel, footwear and accessories.
"Paiva stores are designed specifically for the active woman," says Alan Cohen, CEO and Chairman of Paiva's parent company The Finish Line, Inc. "These stores have a unique atmosphere that provides style, vitality, inspiration and product offerings showcasing the best athletic brands and premium design collections."
The chain will be primarily mall-based and target active women who may engage in a variety of athletic activities such as running, fitness/dance, yoga and Pilates, along with seasonal sports including tennis and swimming.
Jeff Pofsky, Vice President and General Merchandise Manager for Paiva, along with his merchandising team have incorporated premium athletic and lifestyle brands into the Paiva stores. Some of the brands include adidas by Stella McCartney, Nike, adidas, Puma, Nuala, Fila, Prana, Asics, Brooks, Ellesse, Three Dot, Biella, OMgirl, Moving Comfort, Marika, Mari Dade, Under Armour, Speedo and more. Paiva stores will also feature private label apparel called Paiva Essentials that include tanks, tees, pants and capris. In addition, Paiva will offer accessories, as well as branded footwear that blend performance with style.
The inspiration of the store focuses around light and energy, and Paiva encompasses both of these elements. Paiva means sun diety or "of the light" -- and light is a source of strength and energy for women, as is fitness a source of energy and strength for active women. The concept embodies the idea of "Energy from Within" -- women who shop in the store will discover energy within themselves and within the store.
The Paiva store is luxurious, clean and simple. Each element of the store was designed with the female customer in mind. This includes everything from the bamboo floors to the mobile wall units to the fitting rooms, which are easily accessible for strollers.
In the first year, Paiva plans to open 15 stores in order to test different markets, types of malls and locations. Paiva has identified over 200 malls that they believe can support a Paiva store. Later in the year, Paiva will open stores in Dallas, Boston, Chicago, Orlando, Florida, Lake Grove, New York and King of Prussia, Pennsylvania among others.
About Finish Line
The Finish Line, Inc. is one of the nation's leading athletic specialty retailers offering the best selection of footwear, apparel and accessories for men, women and kids. Finish Line is publicly traded on the NASDAQ National Market under the symbol FINL and currently operates 659 Finish Line stores in 48 states and online. In addition, the Company also operates 51 Man Alive stores in 13 states. To learn more about Finish Line, visit http://www.finishline.com and to learn more about Man Alive visit http://www.manalive.com.
A portion of the proceeds from the store will benefit the local chapter of Dress For Success.
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