NEWPORT BEACH, Calif. — Signaling a new focus on the women’s market, Nike celebrated the opening of its first NIKEgoddess store at the Fashion Island shopping center here last week.
The second location is scheduled to open next March at The Grove at Farmer’s Market in West Hollywood, Calif. No further stores are planned.
Pamela Neferkara, director of retail presentation, said Southern California was chosen for the launch because the local lifestyle is particularly focused on health and fitness.
“One of our first considerations was the accessibility of our women’s product, and we’re underpenetrated in this market,” she said.
The Fashion Island store, a 6,000-square-foot unit, has unusual design touches like a curved wall covered with blue mosaic tile and origami-type white plastic lighting fixtures to illuminate footwear.
As for merchandise, NIKEgoddess doesn’t disappoint gym-goers, but also strikes a fashionable note. More than half the merchandise is appropriate for nonathletic activities. There are striped wool sweaters, cashmere and quilted cardigans, yoga pants and, of course, jogging tanks. Watches, eyewear, and shoes round out the mix.
“I’ve always had to shop in the men’s store,” said Penny Marshall, who was on hand for Thursday’s event. “They should open one in New York.”