David's Bridal Is Hopping the Pond
David's Bridal plans to open its first outpost outside North America in October with the opening of a store at Westfield Stratford City, London. The 10,000 square foot store will be a novelty really because London is known for small, appointment only boutiques, department stores or mass-market high-street shops.
David's is transporting its one-stop-shopping for the bride and her party, with shoes, jewelry and other accessories to the UK. Similar to the U.S., David's will stock a variety of sizes so that brides-to-be and bridesmaids can try on dresses that fit them, rather than only having sample sizes.
"The bells will be ringing at Westfield - and in Westminster," said Brian Beitler, the retailer's chief marketing officer during an interview at the Langham Hotel. Beitler was referring to the David's tradition of asking brides-to-be to ring a bell and make a wish once they've selected their dress.
"This is the best store we've built - truly a flagship," Beitler said. "Our aim is to give brides the experience they deserve - with no compromises."
Caroline Flagler, senior vice president of strategic initiatives, said the store would have a "relaxed, celebratory feel, where women will be encouraged to bring their mothers and friends." Many of the smaller bridal shops in London discourage groups of women attending appointmens and put limites on how many dresses the customer can try on. David's will be a whole different experience.
Beitler said Westfield is the beginning of a bigger project. "We know that eventually there will be multiple locations in London," he said.
At opening, there will be 140 to 150 bridal styles including the store's exclusive collections by Oleg Cassini, Galina Signature and White by Vera Wang, and David's Bridal in-house designs. There will also be more than 40 styles of bridesmaid dresses in 20 different colors. Zac Posen's new line for David's, Truly Zac Posen, will arrive in London for Spring.
Prices will start at about 225 pounds, or $344 at current exchange, and at 675 pounds, or $1,031, for the Wang dresses.
"We work hard to cater to the different needs and aesthetics of our clients. Zac Posen offers red-carpet glamour, which does not exist in the bridal market. Celebrities are setting the tone for evening and for bridal," he said.