Express pours high-tech investment into Times Square store

Express (NYSE: EXPR) will take on Times Square by opening its largest store ever in the city that never sleeps. The new three-story location will be outfitted with high-tech installations that allow customers to shop on iPads right from the sales floor.

"It's Express on steroids," said Michael Weiss, the chairman and CEO of Express.

The store will also feature a new concept where customers will be able to shop on iPads and charge their own mobile devices via charging stations in the store. Employees will also be able to ring up shoppers' items on mobile POS devices.

The tech-savvy investments carry over to the exterior of the store, where 9,000 sq. ft. of LED lights create the biggest and highest-definition billboard in Times Square. The billboard will be used to live-stream the grand opening on Tuesday, March 25. Express also plans to use the LED installation to attract more shoppers in the tourist-heavy neighborhood.

"It provides us with another means of generating brand awareness particularly among international tourists visiting that must see destination," said Weiss during a call with investors.

The new store will offer an expanded merchandise selection to fill its 28,000 sq.-ft. interior. Design elements include French limestone floors, white brick walls, Carrera marble fixtures, crystal chandeliers and two escalators.

To assist in its splashy debut, Express has tapped singer Robin Thicke to perform at next week's grand opening event.

For more:
-See this Express press release
-See this Express earnings call transcript

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