Dive Brief:
- David’s Bridal is launching a wholesale division, starting with capsule collections of more than 50 gowns from select designer brands, according to a Monday press release.
- Vera Wang Bride, Oleg Cassini and Viola Chan Couture are among the brands comprising David’s Bridal’s wholesale offerings. Sizes will range from 0-30 for Oleg Cassini and Viola Chan Couture, and 0-22 for Vera Wang Bride.
- The retailer is also offering curated private-label programs and white-label services, allowing boutiques and enterprise account holders to create branded collections across categories like veils, accessories, bridal gowns and bridesmaid attire.
Dive Insight:
With its wholesale expansion, David’s Bridal wants to offer boutiques and other businesses a comprehensive package for selling high-end bridal gowns.
Through the retailer’s business-to-business arm, Pearl by David’s, its wholesale customers can access lead-time charts for samples and order placements, receive high-resolution product images, obtain media kits and co-branded assets, and explore affiliate marketing opportunities. David’s Bridal also noted that its vertically integrated production structure safeguards inventory from tariff-related cost swings.
Depending on the level of service selected, David’s Bridal can also provide wholesale partners with size and measuring guides, fit notes and guidance on alterations, style information sheets, key talking points and access to quarterly social media and marketing webinars, according to the announcement.
“Our new wholesale division — which pairs exclusive collections with strong margins and reliable fulfillment timelines enabled by our vertically integrated production platform — creates a powerful new model where independent boutiques, small businesses, and national retailers can offer differentiated products and grow alongside us,” David’s Bridal CEO Kelly Cook said in a statement.
The shift toward wholesale follows Cook’s appointment as CEO about a year ago. Cook — who was promoted from president of brand, technology and finance to replace former chief executive Jim Marcum — has been pursuing an effort to modernize David’s Bridal’s operations. Under Cook’s stewardship, the retailer plans to use AI to scale its retail media network and personalized planning initiatives, including wedding planning and vendor discovery.
Along with modernizing its digital operations, David’s Bridal has also expanded its product assortment and experimented with a new store concept. Last March, the retailer partnered with Perry Ellis and Cubavera to create its own menswear collection, featuring 200 pieces across accessories and suits. Then in May, the company unveiled its Diamonds & Pearls store concept, which features a Shopify point-of-sale integration for online and in-store shoppers, champagne service, luxury trunk shows and alterations.
David’s Bridal in January launched “David’s Style Squad,” an ambassador program for influencers, customers and store associates to create shoppable content. In the program, participants can earn between 5% and 15% in commission on net sales, with some ambassadors eligible to receive a 20% payout and other incentives.
