Athletic footwear and apparel retailer The Finish Line is developing chain of premium athletic specialty stores for women.

The new concept, which has not yet been given a name, will be primarily mall-based and aimed at women aged 25-40 years-old who exercise at least once a week and have a household income of more than $80,000. 

According to a company statement the product mix will be approximately 70 per cent softgoods and 30 per cent footwear.

The apparel on sale will consist of multi-branded athletic brands such as Nike, Adidas-Salomon, Reebok and Puma, along with private label basics and athletic fashion basics.

The company said it has hired Jeff Pofsky as the new VP and GMM of the concept along with a dedicated staff of merchants. Jeff joins from Target where he was a senior women's apparel buyer.

The new concept will have separate and dedicated teams related to product development, merchandising, marketing and store operations and will utilise The Finish Line's existing infrastructure.

Company chief executive and chairman Alan Cohen said the company expects to open five stores as early as next April, and said the chain could grow to as many as 200 branches.

"We believe that the women's concept will complement our existing businesses and are extremely excited about the growth opportunity that this new concept presents to us and to our shareholders," he said in a statement.

"Additionally, there are still growth opportunities available for the Finish Line chain, and we have set a goal to turn Man Alive into a national player in the urban apparel market."