Express announces giving initiative called Dream Big Project

Express is motivating customers to support small businesses. The
contemporary clothing retailer has launched the Dream Big Project – an
ongoing initiative powered by GoFundMe.

The Dream Big Project will raise funds to provide relief for
entrepreneurs who have been impacted by the pandemic. Express said
that it will match customer donations up to 50,000 dollars.

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As part of the initiative, Express will select a group of “small business
heroes” to highlight across its social and digital channels. These
individuals will also receive an additional donation to support their
work.

“One of the four foundational pillars of The EXPRESSway Forward
strategy is about reinvigorating our brand, and customers are just
beginning to see our new brand positioning brought to life through our
imagery, messaging and the experience in our stores and online,” said
Tim Baxter, CEO of Express, said in a press release. “The Dream Big
Project is a way to extend our brand purpose – which is to Create
Confidence and Inspire Self Expression – to our giving, and connect
our associates to our customers and communities.”

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