Express trying to capitalize on Kate Upton

Express Inc. is turning to Kate Upton again as an integral part of the company’s turnaround strategy.

The retailer, which has seen stunted growth in recent years, hired the trendy supermodel last fall, the company's first time featuring a celebrity in an ad campaign in over a decade. Now Upton is back for spring promotions.

"Visionary photographer Mario Sorrenti and fashion icon Kate Upton were the perfect combination to channel the new spring campaign in South Beach. Sorrenti brings an innate sexiness to his images, and we love how he captured Kate's beauty and confidence too," said Elizabeth Crystal, CMO at Express.

Available in-store and online at express.com beginning this month, the spring collection features tropical florals, nautical stripes and bold colors, heating up classic warm weather silhouettes for the season.

"After a long winter, I'm excited to slip into the new Express collection. I'm a Florida girl at heart and feel most confident wearing sundresses, breezy tops and of course, my go-to classic shorts and camis," Upton said.

Express operates in a challenging retail environment. The retailer was hurt by decreased traffic, e-commerce declines and dismal same store sales in 2014. To compete in an increasingly promotional retail environment, Express has invested in its marketing strategies this past fiscal year.

The company currently operates more than 600 retail and factory outlet stores, located primarily in high-traffic shopping malls, lifestyle centers, and street locations across the United States, Canada and Puerto Rico.