Express wants to attract more shoppers to physical stores by offering them a comfortable retail experience with extended sizing in every style

Fashion retailer Express is expanding its size-inclusive offerings by bringing women’s sizes 00 to 18 and men’s sizes XS to XXL to 130 of its brick-and-mortar stores across the U.S. Extended sizing was previously only available online. It’s a step forward that improves the physical shopping experience for more people, whose size needs are not always catered to in physical retail inventory. The point is to ensure shoppers going to the store will feel just as comfortable, if not more so, than they do ordering items online and sending back ones that don’t fit.

“What we hear consistently from consumers is the lack of fashion styles in the sizes they need and the ability to try on those sizes in store,” said David Kornberg, Express President and CEO in a press release. Another thing that sets this initiative apart is the fact that Express is not releasing a “plus-size” line or collection, but instead making every single product in its collections available in a variety of sizes.

The accompanying campaign, “Express. Your Rules,” features models like Jordyn Woods, who wears a size 10, and Candice Huffine, in a size 14, and encourages consumers to write their own rules when it comes to fashion.

Express

Fashion retailer Express is expanding its size-inclusive offerings by bringing women’s sizes 00 to 18 and men’s sizes XS to XXL to 130 of its brick-and-mortar stores across the U.S. Extended sizing was previously only available online. It’s a step forward that improves the physical shopping experience for more people, whose size needs are not always catered to in physical retail inventory. The point is to ensure shoppers going to the store will feel just as comfortable, if not more so, than they do ordering items online and sending back ones that don’t fit.