Express, Inc. Introduces New Direct-to-Consumer Lifestyle Brand UpWest – Business Wire
COLUMBUS, Ohio–(BUSINESS WIRE)–Express, Inc. (NYSE: EXPR), a leading fashion apparel retailer, today announced the launch of UpWest, a new direct-to-consumer, purpose-driven lifestyle brand focused on providing comfort. UpWest launches with a well-balanced curation of everyday casual apparel, loungewear, and sleepwear for men and women designed in-house, along with a selection of wellness products and home goods items from third-party vendors.
“UpWest is a brand targeting millennial consumers who are intentional about their journey to find a greater sense of peace and calm in a chaotic world,” said Jamie Schisler, Senior Vice President and Chief Comfort Officer of UpWest. “UpWest aims to provide comfort for the body, mind and spirit by creating a purposeful brand rooted in product solutions, helpful content and philanthropy.”
Alongside the launch, the company debuts its philanthropic commitment, The UpWest Foundation, which will donate annually 1% of sales up to $1 million to charitable organizations who share the UpWest brand purpose of providing comfort to the body, mind and spirit. For its inaugural year, UpWest will support Freedom Dogs of America, Mental Health America and Random Acts.
“While our primary focus remains on returning the Express business to long-term, profitable growth, UpWest brings something new and exciting to the market,” said Tim Baxter, Chief Executive Officer of Express. “Jamie and the UpWest team have created something unique within the rapidly expanding lifestyle segment and we believe this will be a compelling entry.”
To celebrate the official launch, UpWest is embarking on a U.S. regional tour to showcase The UpWest Cabin, a mobile pop-up concept and relaxation experience event. Trailing across major cities such as Columbus, Chicago, Nashville, Denver and Austin, the experiential tour will provide consumers with a first-hand look into the brand by providing various programming such as yoga, mindful meditation classes, and more. In addition, UpWest will partner with Random Acts to deploy their UpWest ‘Comfort Cases,’ which consist of products and goods that will be donated to local charities in each city.
The UpWest collection is now available for purchase exclusively online at UpWest.com. Prices range from $12-$188. For more information, please visit UpWest.com, and follow along on Instagram @Go_UpWest.
Founded in 2019, UpWest is a direct-to-consumer, purpose-driven lifestyle brand offering apparel, sleep, wellness and home goods for mindful men and women. The brand strives to bring comfort to customers daily lives through content, commerce and community. Through the UpWest Foundation, the philanthropic commitment from the brand is to annually donate up to $1 million to charities and organizations who share the UpWest brand purpose of providing comfort to the body, mind and spirit. For more information, please visit UpWest.com, and follow along on Instagram @Go_UpWest.
About Express, Inc.:
Express is a leading fashion brand for women and men. Since 1980, Express has provided the latest apparel and accessories to help customers build a wardrobe for every occasion, offering fashion and quality at an attractive value. The company operates more than 600 retail and factory outlet stores in the United States and Puerto Rico, as well as an online destination. Express merchandise is also available at franchise locations and online in Latin America. For more information, please visit www.express.com.
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