Express Relaunches Fragrance at Sub-$50 Prices Across 380 Stores

Express will relaunch its fragrance category with prices from $16 to $49, marking its first new scent introductions since 2016. The rollout covers the brand's full network of roughly 220 retail stores and 160 outlet stores, plus e-commerce.

The assortment reinstates two former hero scents — Loyalty for men and Love for women — and adds three new perfumes: Live and Luxe in women's, and Legacy in men's. An inaugural range of four women's fragrance mists, priced at $16, completes the launch. The 2.5-ounce perfume bottles carry the top price of $49.

Why is Express returning to fragrance now?

The retailer entered fragrance in 2009. By 2019, it had begun a phased discontinuation of the category. Customer demand drove the reversal, according to Jacquie Susie, group vice president, women's general merchandise manager at Express.

"Customers continued to request it," Susie said. The brand mined Reddit threads, social media posts and direct customer feedback to inform the relaunch.

"We're reinstating Love and Loyalty, which are our customer favorites and the ones we continue to hear about…but we are also giving a new generation more ways to express their personal style and interact with the brand," she said.

The new perfumes continue the brand's signature "L" theme. Live and Luxe carry notes of amber and sea salt respectively; Legacy taps smoked woods and warm tonka. The mist range features four gourmand scents: Velvet Latte, Velvet Coconut, Velvet Chantilly and Velvet Marshmallow.

How does the move fit the market?

The launch comes three months after Gap resurrected its own fragrance category with a mix of '90s favorites and new scents. Zara and Cos have also zeroed in on the category.

Circana reports affordable fragrances are overtaking prestige fragrances by growth as the post-pandemic fragrance boom enters its latest stage. Express's under-$50 price point aligns with that shift.

Susie expects strong performance. "I would plan for this to be quite explosive," she said. She tied the category to the brand's positioning: "We are known for being sort of a going-out, party or occasion brand, so to have signature scents that fit with that…it's just another reason to shop with Express."

Who owns Express, and what is the financial backdrop?

A consortium called Phoenix has owned Express since 2024. Phoenix comprises WHP Global, Simon Property Group, Brookfield Properties and Centennial Real Estate. The consortium bought Express out of bankruptcy for $174 million.

Susie declined to comment on financials or profitability. She offered a qualified assessment: "it's not easy to come out of bankruptcy, but we've stabilized and we are growing." She also said the company "had a strong third quarter."

What comes next?

Express has more fragrance launches slated for 2027. The retailer will plot further steps based on consumer feedback, treating the current range as a test of sustained demand rather than a one-time revival.

For a brand rebuilding after bankruptcy, the fragrance line adds a high-margin accessory category at accessible price points and gives its 380-store footprint another cross-sell trigger alongside its occasionwear core.