In a move to diversify their portfolio, Express has opened two new ‘Express Edit’ concept stores in Columbus and Nashville.
The fashion apparel retailer’s portfolio is currently predominantly made up of mall-based stores. On their recent earnings call, the brand revealed that they are trialling a smaller street concept, which have occupy a smaller area of around 1,400-4,000sq ft and feature a curated mix that reflect local styles within each particular neighbourhood.
Chief Executive Officer, Tim Baxter, commented: “We plans to add eight more Express Edit concept stores in 2021, which are short-term leases to allow us maximum flexibility as learn about this new format. And as we continue to learn what the street-side smaller Express Edit location could do, we have the opportunity to potentially expand that fleet.”
Exploring a second idea, the brand has reduced the square footage of its store at King of Prussia Mall in King of Prussia, Pennsylvania by 45 per cent. According to Baxter, the results have been outstanding, and productivity at the location double that of the balance of the Express fleet.
