The concept, called Express Edit boasts a smaller footprint and houses a curated selection of its product assortment.
Express Edit stores are around 1,400sq ft to 4,500sq ft and are being used to diversify the apparel company’s store fleet, which is primarily mall-based. Currently, Express is targeting short-term leases at off-mall locations to allow for maximum flexibility as the format is tested out.
The Express Edit stores feature a merchandising concept that quickly illustrates how to accessorize outfits and intends to reintroduce the brand to customers, both old and new. The brand expects to launch 10 of the Express Edit locations by the end of 2021 and two are already open in Washington DC to explore multiple stores in a single market.
“Testing these smaller formats in the city center will allow us to read the impact on existing stores, e-commerce sales to these zip codes, and new and existing customer activity overall,” Tim Baxter, CEO Express said.
