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Back to List		June 19, 2006 Culver City athletic boutique opens, catering exclusively to women Part of growing trend in more than $5 billion industry Three years ago, avid cyclist D'Lynda Fischer and her partner took a three-week cycling, hiking and kayaking trip to Alaska, where she was raised. "I probably expended as much energy searching for the right clothes and gear as I did on the trip," mused the 46-year old Venice resident and urban planner. Frustration prompted Fischer to launch L.A.'s first outdoor athletic store for women. Sporteve, in downtown Culver City, opens July 1, 2006, offering women a comfortable place to shop for active wear, shoes, accessories and gear for activities such as hiking, cycling and kayaking, as well as jogging and even dog walking. Sporteve is part of a growing national trend of athletic apparel stores focused exclusively on women. Women have often been overlooked in sporting goods stores, as the industry has been regarded as "a good ol' boy industry, run by men for men," according to Matthew Powell, an analyst at researcher Sports One Source in Princeton, N.J. Sales of women's athletic apparel, which in 2004 totaled $4.9 billion, was up 8.8% from 2002. According to the Sporting Goods Manufacturers Assn., men's sales were flat. For retailers like Fischer, the challenge is to create a store that appeals to women of all ages and fitness levels. "I know what today's active women are looking for, because I've been through the never-ending search myself," said Fischer. With hard-to-find brands such as Isis, SheBeest, Descente, Mizuno, Cloudveil, and Ibex, sporteve offers women a complete selection of quality items they won't find anywhere else, including the Biomega Amsterdam bicycle. In fact, sporteve is the only California imported from Denmark, designed for the urban commuter. Sporteve is about making women feel comfortable in their own skin. Because when they are, nothing else matters.

address: 3849 Main Street, Culver City, CA 90232   tel: 310.838.6588
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