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lucy.com Plans Women's Sporting Goods, Apparel Site

Start-up lucy.com said it plans to launch a retail sporting goods and apparel site designed to meet the needs of active women of all ages, interests and fitness levels.

The company is backed by venture capital firms Sutter Hill and Foundation Capital.

Currently, the product selection and atmosphere of traditional sporting goods stores overwhelmingly target men, and the few outlets that cater to women focus almost exclusively on elite athletes, the company said. lucy.com will re-create this retail experience for active women.

"The sports apparel industry has begun to focus more on women in recent years, but because retailers have been unable to understand how women really shop, the category is largely untapped," said Sue Levin, CEO of lucy.com and former women's brand director at Nike Inc.