Neena is a locally-owned specialty shop offering active women an extensive collection of stylish, comfortable and functional apparel and accessories. Our lines feature clothing and accessories that are ideal for yoga, pilates, fitness, dancing, travel or just active living!

While we love incorporating current trends and featuring seasonal items or colors, our goal is to help women build a seasonless wardrobe with layers of high-quality, versatile pieces in classic styles that will last many, many years.

Background

The idea for Neena began unexpectedly in the fall of 2010. It happened in a single moment one October afternoon when owner Deneen Carmichael was enjoying a glass of wine at a sidewalk table at Villa Dolce Cafe on Parmenter St in downtown Middleton, Wisconsin. The afternoon sun hit the building across the street at just the right angle, illuminating a vacant storefront in the historic Opera House building. “What a great spot,” Carmichael thought.

Three months later, on January 22, 2011, Neena ~ Apparel for Movement opened its doors in that great spot.

Carmichael, an avid competitive ballroom and latin dancer, had recently sold her dance studio and felt that the Madison area could use a shop that catered to the active lifestyle of women like her. She envisioned a cozy and friendly shop that carried boutique brands that didn’t sacrifice style for comfort and function. She wanted to create a unique shopping experience - from the location to the decor to the merchandise and the staff - that celebrates the vibrant energy of Madison-area women. So she set about remodeling the corner space in a 100+ year-old building, including the installation of antique reproduction tin ceiling tiles. The result is a quietly elegant, spacious shop filled with comfortable, quality clothing and accessories in classic styles that suit a wide range of ages and body types.

Photo: Left, Owner, Deneen Carmichael. Right, Store Manager, Ronni Levine. January 22, 2012.