Reaching out to stylish, active female customers, Paiva is a new retail chain selling upscale athletic wear for women. Offering premium branded and private label apparel, footwear and accessories, Paiva is targeting fashion conscious customers that are willing to pay more for exclusive sportswear that most athletics and department stores don’t stock. Lines include yoga brand Omgirl, sexy casual wear by Mari Dade and Adidas by Stella McCartney. Instead of the usual sporting goods approach – shoes on shelving along walls, racks of clothes in the centre of the store – Paiva displays like a boutique, with clothes, shoes and accessories grouped according to style. The first store opened last month in Austin, Texas. Paiva plans to open four more this spring, and 10 more by the end of the year, in high-end malls around the United States. Stores continue the luxurious, woman-friendly theme, with bamboo floors and fitting rooms that are easily accessible for strollers. Nice niche retail inspiration, and a concept that should work well in most markets.