The brands are developing an omnichannel platform and expand the apparel label into licensing.

License Global

December 9, 2022

1 Min Read
WHP Global logo.
WHP Global logo. WHP Global

Fashion apparel retailer Express and WHP Global, a global brand management firm, have announced that they have entered a strategic partnership to advance an omnichannel platform which is expected to drive accelerated, long-term growth through the acquisition and operation of a portfolio of brands.  

"Our Expressway Forward strategy has reinvigorated our brand and rebuilt the foundation of our company, paving the way for this bold next chapter in our transformation," says Tim Baxter, chief executive officer, Express. "Our partnership with WHP will drive greater scale and profitability of the Express brand through their category licensing and international expertise and strengthen our balance sheet. We expect to accelerate our growth by acquiring multiple brands in partnership with WHP and operating them on our platform. Both of these are expected to drive shareholder value." 

Express and WHP will also form an intellectual property joint venture intended to scale the Express brand through new domestic category licensing and international expansion opportunities.

"The global growth potential of the Express brand and the EXPR omnichannel platform will give our company a distinct competitive edge as we look to acquire more consumer brands," says Yehuda Shmidman, chairman and chief executive officer, WHP Global. "We are excited to partner with Tim and his management team and view this partnership as a huge win for both of our companies." 

Related:Macy’s and WHP Global Partner to Bring Toys ‘R’ Us Brand Back to U.S.


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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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