David’s Bridal, which has been steadily expanding beyond its showroom roots for several years now, is moving into wholesale, offering exclusive designer capsule collections from Vera Wang Bride, Oleg Cassini and Viola Chan Couture that are not sold in David’s Bridal retail stores or online.
The assortments are targeted to independent boutiques, offering 70%+ margins, fast fulfillment, inclusive sizing ranging from 0 to 30 and gowns priced from $1,000 to $6,000, spanning bridal, bridesmaids and mother of the bride styles. Buyers for these independent boutiques will be able to get an early look at the collections during Week at One Fine Day Bridal Market on April 8-9.
Additionally, an affiliate sales program allows boutiques to link additional products on their site and earn a 20% sales commission. David’s Bridal’s vertically integrated production facilities also can provide protection from tariff-driven cost volatility.
“This platform allows us to bring the strength of our design and manufacturing capabilities to a broader retail ecosystem,” said Elina Vilk, President and Chief Business Officer of David’s Bridal in a statement. “From boutique-exclusive designer capsules to private label programs and store-in-store opportunities, we’re creating a wholesale model that delivers both product differentiation and real business value for our partners.”
David’s Bridal Offers Suite of Support Tools
David’s Bridal offers a holistic support system designed to help boutiques maximize conversion, drive traffic, and deliver exceptional bridal experiences. Wholesale partners will receive:
- High-res product imagery;
- Invites to quarterly social media and marketing webinars to increase their following and engagement through best practices;
- Media kits and co-branded storytelling assets;
- Technology integration support, including access to Pearl Planner tools and appointment booking;
- Appointment-setting and affiliate marketing opportunities; and
- In-store selling resources, including:
- Style cheat sheets and key talking points;
- Fit notes and alterations guidance;
- Size and measurement guides; and
- “Why Brides Love This Style” messaging.
David’s Bridal has been actively enhancing its customer experience and offerings since exiting bankruptcy for the second time in 2023:
- The retailer moved into event planning with the January 2023 debut of the Pearl by David’s platform;
- In March 2024 David’s Bridal teamed up with PersonalizationMall.com to offer access to thousands of customizable items, including monogrammed gear, wedding day essentials and keepsakes;
- David’s Bridal expanded its Diamond Loyalty program to include the entire wedding party in October 2024;
- Also in October 2024, David’s Bridal launched the Adored by David’s resale program, making secondhand wedding, bridesmaid and special occasion dresses and accessories available via a curated online storefront at 40% to 50% discounts;
- In December 2024 David’s Bridal moved into retail media with the debut of the Pearl Media Network and acquisition of wedding media brand Love Stories TV;
- In April 2025 David’s Bridal collaborated with Perry Ellis for its first menswear collection; and
- In May 2025 David’s Bridal debuted a new tech-driven store format, including interactive touchscreens powered by Shopify to provide customers with “endless aisle” access to David’s full inventory.
