Express Wants To Win Customers Back With This New Store Concept

With a paired-down product assortment, reduced square footage and a merchandising concept that quickly illustrates how to accessorize outfits, Express Edit is here to reintroduce its brand to shoppers. It’s also here to experiment. Express CEO Tim Baxter spoke about the store concept in June as a channel in which the company will “test, learn and modify going forward.” It’s also being used to diversify the apparel company’s store fleet, which is primarily mall-based. Express Edit stores are between 1,400 and 4,500 square feet, with short-term leases at off-mall locations to allow for “maximum flexibility” as the retailer tests the format. Read more at Retail Dive.