Brand management firm WHP Global LLC announced plans on Tuesday to expand the Express brand, owned by U.S. retailer Express Inc., globally.
WHP Global recently signed a long-term licensing agreement to bring the brand to new markets, including Paraguay with Kemsa and Indonesia with PT MAP, as well as in Mexico with IB Group, a new anchor retail partner in that country. In the latter two countries, WHP Global is also planning a “robust shop-in-shop concept”.
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Additionally, the brand management firm has entered into a licensing agreement with existing international Express partner Fastco to expand the brand’s retail presence in Central America by opening four new Express flagship stores in key locations by 2026.
“Bringing the Express brand into new and emerging markets is our first major step for the brand since we entered into a strategic partnership with Express to scale the iconic fashion brand and expand its international reach,” commented WHP Global CEO Yehuda Shmidman in a press release.
“We look forward to engaging a strong network of world-class retailers in these key markets as we embark on the next chapter in the development of the Express brand,” he added.
In January of this year, Express and WHP Global entered into a strategic partnership and intellectual property joint venture to grow the Express brand through new category licensing domestically and through international expansion opportunities.
The brand management firm added that the international strategy also includes a full omnichannel rollout from 2024 with the opening of flagship stores and e-commerce channels. The offering will include men’s and women’s clothing as well as select categories such as shoes, underwear, accessories and more.
Just in May, WHP Global and Express Inc. completed the acquisition of the menswear brand Bonobos.