May 25, 2021

Express Edit is at the Forefront of the New Era of Retail


Although eCommerce is playing a bigger role than ever before, most apparel shoppers are still looking for a great in-person experience that offers service, convenience and safety. This is a new era for retail — and Express is at the forefront.

The opening of the company’s third Express Edit concept store in Southlake Town Square is just one component of a larger strategy to recognize the changing role a physical store will play in customers’ lives. As one of only a few major retail brands in the neighborhood, Express Edit is a smaller format at 4,500 square feet that features enhanced customer service.

Some highlights of the Express Edit location in Southlake consist of the following:

  • A curated collection of clothing and accessories presented with a minimalist approach that makes for an easier shopping experience.
  • A strong presentation of the brand’s Summer ‘21 dual-gender collection including a versatile men’s assortment of tops featuring bold, bright colors as well as breathable suiting, denim and shorts. The women’s assortment will be a polished, effortless collection of summer essentials with modern prints and a range of colors and fabrics, dresses for all occasions as well as tailored pieces that are perfect for mix and match suiting.
  • Enhanced customer services will continue to roll out following the grand opening, including personalized private styling appointments.
  • The brand will also partner with local talent and partners for product collaborations and activations beginning in June.

“The opening of our newest Express Edit concept store at Southlake Town Square reflects the way we are thinking about physical stores as part of the EXPRESSway Forward strategy,” said Tim Baxter, chief executive officer of Express. “With a smaller footprint and a product assortment curated to reflect the local market, we expect this store to be well received by Southlake residents and visitors.”

Express Edit isn’t stopping there to make sure this concept feels one of a kind in the community. The new store will launch with a collection specifically curated for this location by fashion expert and TV personality, Tan France. To also help support entrepreneurs in DFW, Express will partner with retailers Leis Swim and Calyan Wax Candle Co., where a portion of proceeds from candle sales will benefit Traffick 911, an organization that supports victims of human trafficking.

Since the in-person experience is at the heart of what Express Edit is trying to achieve, safety is paramount.  To keep their customers and associates safe, the following COVID-19 in-store safety measures will be in place:

  • Training associates on new health and safety protocols
  • Practicing proper social distancing
  • Providing contact-free customer service and payment options
  • Cleaning and sanitizing thoroughly and frequently
  • Limiting store capacity to recommended numbers

The new store recently opened at 311 Grand Avenue in Southlake Town Square. For more information about Express Edit and everything they have to offer go to

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