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Can we just declare Times Square the real Mall of America already? Express has unveiled a three-story, 22,500-square foot "hub" (the retailer avoids the word "flagship" for some reason) with a 9,000-square foot LED billboard at 1552 Broadway. "It's Express on steroids," Chairman and CEO Michael Weiss told WWD, adding, "you know nobody whispers in Times Square."
Located inside the landmarked I. Miller Building, Weiss is hoping that this location will bolster the brand's international reputation. "The Times Square store is important, considering the large international tourist traffic it will get and the 'Express' desire to become more global."
The store, which had its "soft opening" last week and is planning a grand opening in late March, is the latest of its 25-plus stores where the brand plans to be "super strong and super competitive," which includes mega-stores in Miami, Las Vegas, and San Francisco.
· Express Goes Big in Times Square [WWD]
· Express Plans to Lure in Tourists With a Times Square Flagship [Racked NY]
· Express Joins the Fulton Street Mall Renaissance [Racked NY]