The Finish Line, Inc. 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. Paiva stores will be the source of fitness and fashion apparel for a woman’s active lifestyle.

“Whether this woman needs product, information, or a resource for training needs, Paiva will be a reliable destination for this consumer,” says Finish Line’s Chairman and Chief Executive Officer 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 the Vice President, GMM of Paiva. Jeff 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.