Dive Brief:
- David’s Bridal debuted a high-touch, tech-powered “store of the future” concept, dubbed Diamonds & Pearls, on May 15 in Delray Beach, Florida. The company plans to open additional locations later this year, according to information sent to Retail Dive.
- The store features a curated selection of bridal fashion and accessories, personal styling, Shopify point-of-sale integration for in-store and online shoppers, champagne service, alterations and luxury trunk shows.
- The store also carries exclusives not available at other David’s Bridal locations, including select gowns from Marchesa Couture and Marchesa Notte.
Dive Insight:
With a new store concept, David’s Bridal is trying to move beyond being “your mother’s bridal store,” a spokesperson for the company said. Its various store enhancements are meant to kick off a new era for the brand.
“With Diamonds & Pearls, we’re taking this promise to the next level. This is where trend meets tradition, where high fashion meets high touch and high tech, and where we bring the full power of David’s and all of our offerings into a modern, elevated setting,” CEO Kelly Cook said in a statement. “By hand selecting the products, brands and partners highlighted in our Diamonds & Pearls stores, plus the ability to digitally shop in store with our ‘endless aisle’ technology, we’re bringing sophisticated curation with a seamless, modern in-store experience today’s brides want and expect.”
The Diamonds & Pearls location has around one-third of the SKUs found in a traditional David’s Bridal store. The company wants to present “affordable luxury to couture” options in a boutique destination.
Beyond launching a new store concept, the retailer has also expanded its product assortment. David’s Bridal recently teamed up with Perry Ellis and Cubavera to debut its first menswear collection. The retailer released suits in April and is rolling out Cubavera items over the summer.
The retailer’s store and product announcements follow a recent CEO change. The company in March appointed Cook to take the helm, promoting her from her previous role as president of brand, technology and finance. David’s Bridal simultaneously revealed the “biggest shift” in its 75-year history to move away from being a traditional bridal retailer to focus on a digital-first strategy.