Bridal and special occasion retailer David’s Bridal has acquired Anomalie, a digital startup that helps brides-to-be plan every detail of their wedding dresses through its Build Your Dress service. While specific terms of the deal were not disclosed, David’s Bridal will integrate the Anomalie team, assets and technology into its digital offerings. Anomalie Co-founder and CEO Leslie Voorhees Means will join David’s Bridal to lead new strategies and will report to the company’s Chief Marketing and IT Officer Kelly Cook.
The acquisition of Anomalie aligns with David’s Bridal’s recent steps toward building out its omnichannel strategy and securing its role as a one-stop-shop for special occasion attire. In 2021, the retailer partnered with The Black Tux, the online men’s formalwear brand, to expand its offerings in the special occasion apparel space.
In November 2021, amid supply chain issues that have created challenges for retailers over the last two years, David’s Bridal launched its Guaranteed in Stock and Ready to Ship collection, a reserve of more than 300,000 dresses starting at $89.95 that were in stock and ready to ship to customers in the U.S. In February 2022, David’s Bridal released its first junior collection, Jules & Cleo, ahead of prom and graduation season.
“When it comes to finding her dream dress, our brides told us loud and clear that they are seeking inspiration online but still want the certainty of an in-store experience to finalize such an important purchase,” said Cook in a statement. “As the needs of the brides evolve, so do we. We are so excited to work with Leslie to enhance our industry-leading digital offerings that complement our [more than] 300 global locations.”