Nashville-based Genesco Inc. is watching to see if its success at teen-focused Journeys shoe stores will carry over to a spin-off store that targets a slightly older customer, women in their 20s to mid-30s looking for trendy shoes and willing to pay a little higher price than at Journeys.

The concept, called Shi by Journeys, opened on the second floor of the Cool Springs mall last November. It's the only Shi outlet open for business so far, although more are probably on the way.

Its launch puts Genesco alongside other companies experimenting with a slightly older demographic than the retail world's much-loved American teenager. American Eagle Outfitters Inc., for instance, plans a new chain targeting the 25- to 40-year-old crowd with denim, casual clothes and sportswear.

Abercrombie & Fitch is testing a new concept called Ruehl for 22- to 30-year-old shoppers. Gap Inc. plans to open more than 30 Forth & Towne stores by 2007, focusing on the 35-and-up female customer.

Genesco executives are trying to keep the loyalty of the suburban teen Journeys customer as she grows up. Raised on casual clothiers such as Abercrombie & Fitch and Buckle, she gets a little older and is "forced into a department store," said James Estepa, Genesco's senior vice president of retail.

The brands at Shi are similar to those at Journeys — Puma, Converse and Diesel.

Part of Journeys' success has been correctly predicting the popularity of fashionable athletic shoes. A pair of pink Pumas with a gold stripe is more about the look than about a track meet.

But the Shi customer has presumably matured beyond skateboard shoes, which are nowhere to be seen in the new store.