The Light Goes Out on Paiva

The Finish Line Inc. (Indianapolis) has announced it will close its 15 Paiva stores by the end of the third quarter, terminating its year-old venture into women’s active and athletic apparel.

The decision, the company said, will enable it “to focus capital on higher return opportunities.”

“Consumer response to Paiva has been positive,” said Finish Line ceo Alan Cohen. “However, we believe we can realize more acceptable returns in the near-term by directing resources toward the company's core concepts.”

Paiva (the name refers to a sun deity, meaning “of the light”) was launched in 2006 as an athletic store created exclusively for active women. It sold Nike, prAna, Puma, adidas, Fila, Brooks and Under Armour brands.