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Back to List		August 2006 A New Eve in the Retail Garden Women's Boutique in California Epitomizes Growing Trend Anyone who doubts that sports stores for women are one of the next big trends in the business needs to look no further than Culver City, CA. A former city planner and avid cyclist with no retail background has opened Sporteve, a 2700-square-foot boutique in a downtown redevelopment area. Sporteve opened in July with a broad range of apparel, accessory and equipment brands. The store has a multi-sport focus (running, cycling, Nordic skiing and hiking) and also carries loungewear, accessories and dog walking gear. D'Lynda Fischer got the idea to open the store three years ago when she was planning a cycling, hiking and kayaking trip to Alaska. "I probably expended as much energy searching for the right clothes and gear as I did on the trip," Fischer recalls. Fischer has been planning the store since then and shopping the market for the right vendors and ideas for more than a year. Sporteve carries what Fischer calls "hard-to-find" brands for women, including Isis, She Beest, Zoot, Icebreaker, Finis, and Watergirl. Sporteve is the only California retailer to carry the Biomega Amsterdam chainless bicycle, imported from Denmark, designed for urban commuters. The store will also carry sizes up to 12 and conduct a steady menu of workshops and clinics for consumers. Two weeks into the venture, Fischer says the store was averaging $1000 a day in sales and drawing a diverse customer base including "ladies from Beverly Hills, Santa Monica folks and some urban consumers, as well."

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