WHP Global plans to expand the Express brand to multiple countries in Asia and Latin America through a series of licensing agreements. This marks the first major announcement since the brand management firm announced its strategic partnership with Express, Inc. late last year.
WHP has signed long-term licensing agreements with PT MAP to introduce Express to Indonesia and with Kemsa for Paraguay. WHP also will build up the brand’s presence in Mexico with IB Group and grow its brick-and-mortar footprint in Central America via its partnership with Fastco, including four new Express stores in key locations through 2026.
WHP’s global strategy for Express includes a full omnichannel launch beginning in 2024, with the opening of flagship stores and ecommerce channels featuring men’s and women’s apparel plus categories including footwear, intimates and accessories. The company also plans for shop-in-shop experiences in Mexico and Indonesia.
Express announced its partnership with WHP Global in December 2022, which saw WHP take a minority stake in Express, Inc. and acquire the Express brand IP under a new joint venture with Express’ parent company. WHP also has plans to continue expanding the Toys ‘R’ Us and Babies ‘R’ Us brands; other brands in the WHP portfolio include Anne Klein, Joseph Abboud and Lotto.
“Bringing the Express brand into new and emerging markets is our first major move for the brand since entering into a strategy partnership with Express to scale the iconic fashion brand and expand its international reach,” said Yehuda Shmidman, CEO and Global Chairman of WHP Global in a statement. “We are excited to bring on a strong network of best-in-class retail companies in these key markets as we embark on the next chapter in the evolution of the Express brand.”