Specialist athletic retailer The Finish Line is set to open its first women-focused Paiva store in Austin, Texas, tomorrow (14 April) - with 14 more to follow this year.

As well as premium branded goods from big-name manufacturers, the stores will also include private label apparel under the Paiva Essentials name.

The Finish Line said it would open more Paiva stores in Massachusetts, Maryland, Minnesota and Seattle this spring, and will open a total of 15 in the first year to test different markets. However, the company said it has identified more than 200 malls which it believes can support a Paiva store.

The chain will be mostly mall-based, targeting active women taking part in a variety of activities including running, fitness/dance, yoga, Pilates and seasonal sports.