The Finish Line announced that it is in the developmental stages of a new concept store. The company did not reveal the name of the new concept as it is currently in the trade mark process, but said that the store will be a unique, multi-channel, premium athletic specialty store geared toward active, trend conscious women through its products, brands, store environment, and elevated level of customer service.

The new store will be primarily mall-based and targeted to 25-40- year-old active women who exercise at least one time per week and have a household income of $80,000+. The product mix will be approximately 70% softgoods and 30% footwear. The apparel offerings will be multi-branded in addition to housing as a collection of private label basics and athletic fashion basics. Potential store locations include high profile malls, lifestyle centers and street locations that will average approximately 4,000 square feet.

Also, FINL has hired Jeff Pofsky as its new VP and GMM of the concept along with a dedicated staff of merchants. Jeff is a 20-year retail veteran coming to us from Target where he was a senior women’s apparel buyer. The new concept will have separate and dedicated teams related to product development, merchandising, marketing and store operations and will utilize our existing infrastructure when it makes sense to assist in development and profitability.

The company believes that the women’s concept will complement its existing businesses. Additionally, there are still growth opportunities available for the Finish Line chain, and the company has set a goal to turn Man Alive into a national player in the urban apparel market.