City Sports said it is about to wrap up construction on a new in-store experience for female customers at its Boylston Street store in downtown Boston as part of an update to the brand's flagship location. The women's in-store shop, including a Sports Bra Finder application, will become a standard feature at the athletic retailer's future outfits, including three new stores planned through the end of this year.

Catering exclusively to its active female clientele who participate in running, training and studio sports such as yoga and pilates, the new experience is scheduled to launch the week of Oct. 10th and coincides with the launch of the innovative Sports Bra Finder application that assists women in finding the perfect sports bra on the City Sports website.

“Active women have been central to our brand DNA since we opened our first store here in Boston in 1983,” said City Sports President and CEO Jeff Connor. “We're eager to showcase our elite women's offering that caters to the specific style and performance needs of our female customer, cementing City Sports' reputation as their premiere destination for athletic apparel.”

The specially curated shop-in-shop experience will offer personalized service and private fitting rooms and a refreshed bra and pant wall, featuring items from top brands including City Sports' own CS line and Moving Comfort. The space will also include a communal table with an iMac that allows customers to access the City Sports Online Bra Finder and the brand's e-commerce site.

“City Sports is a trusted partner of Moving Comfort, and we are thrilled to forward our mutual mission to bring the best in support, style and technology in women's activewear to consumers,” said Julie Baxter at Moving Comfort. “The new women's experience and online Bra Finder is the next frontier in shopping for women looking to outfit their active lifestyle, and we look forward to taking part in this groundbreaking effort by City Sports.”

The Bra Finder will offer an informative and streamlined experience for customers shopping City Sports' expansive collection of sports bras. Offering guidance and specific details on everything from fit to style, the virtual tool aims to make choosing the correct bra a simple and tailored process.

The newly revamped women's experience will be a staple at all future City Sports retail locations, including new stores planned on the East Coast through the end of 2011 including openings in Wellesley, Mass., Wayne, Pa. and Silver Spring, Md.

City Sports operates 19 metropolitan stores across the East Coast, with locations in Boston, Providence, New York, Philadelphia, Washington, D.C., Baltimore and Atlanta.