Women Just Do It, Too

Nike Inc. announced plans to open two stores in the Los Angeles area selling women's athletic products. This is the first new retail concept in 10 years for the Beaverton, Ore., maker and retailer of athletic apparel and shoes.

The first of the stores, which will be called NIKEgoddess, is expected to open this October in the Fashion Island mall, Newport Beach, Calif. The second store will open next March in the Grove at Farmer's Market mall. Both stores will be 6000 square feet.

The stores will be designed to gather feedback from the female consumers on the style, design, performance and comfort of Nike products. The company said this feedback will be used to develop products that can meet the expectations and active lifestyles of today's women.

Nike launched the NIKEgoddess stores as part of a larger strategy aimed at the female customers, who last year represented only 20 percent of its total sales. Earlier this year, Nike unleashed nikegoddess.com, a web site for women. The company also started a magazine called “Nike Goddess.”