Filtered replication

I am a newbie regarding replication and I would like to do a replication
between SQL Server 2005 Std (publisher - distributor) and SQL Server 2005
(subscribers).

The type of replication should be filtered. Meaning that I would only like
to distribute certain info. to each subscriber. For instance, lets say that
each subscriber is a store so I would like to send the info, that applies
only to that store. But I dont want to maintain a different publication for
each store. Finally I would like that the stores can update data in the
publisher as well.

Can this be achieved? Could you provide some guidelines to it?

Thanks