New Express (EXPR) Tactics Lead to Big Growth

Express (EXPR), specialty retailer of clothing for consumers ages 20-30, thinks it has elevated its image among millennials using some of the same marketing tactics as Nike (NKE) and Under Armour (UA), Investor’s Business Daily reported.

Express  has signed sports stars and models to serve as “brand ambassadors.” All-Star third baseman Kris Bryant of the Chicago Cubs signed on in March with Express. He joins supermodel Kate Upton and Golden State Warriors basketball guard Steph Curry.

Since taking the helm in January 2015, Chief Executive David Kornberg has implemented a number of initiatives that have vaulted the company’s financial performance after some years of tough times. His new initiatives include the launch of new planning systems expected to come online soon, an upgrade to Express’ e-commerce experience and a continued rollout of its off-price store concept.

Kornberg’s efforts are bearing fruit. Express has logged four straight quarters of at least double-digit earnings growth. After a strong performance in 2015, Express is expected to keep up its winning streak.

EXPR is a Cabot Top Ten Trader stock.

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