David's Bridal expands private label to bridesmaid, lingerie collections

Dive Brief:

David's Bridal announced on Thursday a category expansion with its own Galina Signature label, according to a company press release. The expansion goes across all categories including bridal, bridesmaids, occasion, accessories and lingerie, and is available at all retail locations and online.
Within that, the bridal retailer announced the launch of the Galina Signature Bridesmaids collection, which includes high-shine fabrics, plunging necklines and an exclusive color assortment, according to the company.
The company also introduced Galina Signature Lingerie, which features 15 styles in sizes ranging from small to 2X. Products are under $40 and include bodysuits, corsets, panties and more.

Dive Insight:

The category expansion of the Galina Signature label at David's Bridal is full of "va-va-voom vibes."

The bridal retailer currently has five different owned labels, each with its own aesthetic, including modern, traditional, boho and regal. But its Galina Signature plays up a daring and confident approach. (The announcement regarding the category expansion of its signature label uses the word "sexy" as a descriptor on four different occasions.)

"Our Galina Signature brides are sexy, bold, and confident and our design team has spent months refining every detail of this collection to achieve that signature look," Chief Merchandising Officer Nancy Viall said in a statement.

While the latest category offering includes bridesmaid dresses and lingerie, the Galina Signature collection is taking a holistic approach to serving the customer. Shoppers are meant to not only think of their wedding day but also their honeymoon, wedding night, and occasions like a date night, special event, or night on the town.

The retailer credits its ability to leverage its vertical supply chain with its ability to respond quickly to trends.

In April, the company introduced a private Quinceañera label, Fifteen Roses, as a way to introduce David's Bridal to younger customers. "From her Quinceañera to her prom and the day she walks down the aisle, David's Bridal will be her go-to destination for all life events," the company said at the time of the launch.

David's Bridal has delivered a flurry of announcements as it continues a turnaround. It recently debuted a collection of ready-to-wear dresses dubbed the Little White Dress Boutique to focus on casual styles and smaller celebrations. Within the past year, it debuted 3D and AR visualizations of best-selling dresses, unveiled a loyalty program that currently has over 500,000 members and set up a YouTube Live channel to provide wedding planning resources and content.