Finish Line makes e-commerce a part of its new chain

The Finish Line Inc. will make e-commerce a big part of Paiva, a new specialty chain aimed at active women age 25-40.

In spring The Finish Line, No. 130 in the Internet Retailer Top 400 Guide to Retail Web Sites, will roll out Paiva, a mall-based chain that targets younger active women who exercise frequently and engage in multiple athletic activities such as running, fitness, dance, yoga, Pilates and various seasonal sports.

While details are still being worked out, The Finish Line will roll out a catalog and Paiva.com when the new chain debuts. Like the store, Pavia.com will carry a mix of about 70% clothing, gear and accessories and about 30% shoes.

Paiva will be a multi-channel launch and is headed up by vice president and general manager Jeff Pofsky, who recently joined Finish Line from Target Corp.