Three years ago, avid cyclist DLynda Fischer and her partner took a three-week cycling, hiking and kayaking trip to Alaska, where she was raised. “I probably expended as much energy searching for the right clothes and gear as I did on the trip,” mused the 46-year old Venice resident and urban planner.
Frustration prompted Fischer to launch L.A.s first outdoor athletic store for women. Sporteve, in downtown Culver City, opens July 1, 2006, offering women a comfortable place to shop for active wear, shoes, accessories and gear for activities such as hiking, cycling and kayaking, as well as jogging and even dog walking.
Sporteve is part of a growing national trend of athletic apparel stores focused exclusively on women. Women have often been overlooked in sporting goods stores, as the industry has been regarded as “a good ol boy industry, run by men for men,” according to Matthew Powell, an analyst at researcher SportsOneSource in Princeton, N.J.
Sales of women’s athletic apparel, which in 2004 totaled $4.9 billion, was up 8.8% from 2002. According to the Sporting Goods Manufacturers Assn., men’s sales were flat.
For retailers like Fischer, the challenge is to create a store that appeals to women of all ages and fitness levels. “I know what todays active women are looking for, because Ive been through the never-ending search myself,” said Fischer.
With hard-to-find brands such as Isis, SheBeest, Descente, Mizuno, Cloudveil, and Ibex, sporteve offers women a complete selection of quality items they wont find anywhere else, including the Biomega Amsterdam bicycle. In fact, sporteve is the only California distributor of the 21st century chainless bicycle imported from Denmark, designed for the urban commuter.
Sporteves knowledgeable and helpful staff will not only lend an empathetic ear, theyll provide expert advice on all merchandise, based on Fischers extensive search for the best products on the market.
“I carefully researched and hand-selected every single item in the store,” said Fischer. “I can explain why a day hiker might not need hiking boots, and why a lightweight Gortex jacket might be warmer than a heavy coat. Ive researched the best products for women and I am excited to share the information with my customers.”
In todays body-conscious society, women of all shapes and sizes are challenged to find quality clothing that fits their bodies and enhances their appearance. Sporteve will carry every imaginable size, clothing from petite to plus, and shoes to a size 12, for women of all ages. “Being active isnt only about performance,” Fischer explained.
“Women want to look great and feel confident, whether theyre 25 or 65. Weve narrowed down only the highest quality merchandise that will make women look their absolute best, including garments that feel great against the skin.”
“No matter who you are, what your activity, your level of capability, your size or shape, you can shop comfortably at sporteve knowing the store is focused on serious fitness apparel that is fashionable.”
