David’s Bridal Targets Younger Shoppers With First Junior Dress and Gown Collection

David’s Bridal has launched its first-ever exclusive junior collection, Jules & Cleo, as the retailer prepares for large gatherings like proms, graduations and homecomings to make their return in 2022. David’s Bridal aims to use the new product line to diversify its gown and dress options and solidify its position as “the dress destination for all occasions.”

The collection features an assortment of dresses with a range of silhouettes, from a-lines to ball gowns, in a variety of colors. The dresses also will feature details such as cut-outs and lace-up backs with novelty fabrics and will be continually updated based on trend changes.

“Our juniors are fun, flirty, outgoing, bold and super trendy,” said Nancy Viall, Chief Merchandising Officer at David’s Bridal in a statement. “Our team of incredibly talented merchants spent months listening to what our customers are looking for in junior occasion styles and we’ve carefully crafted the collection to bring it to life. Jules & Cleo is a natural category addition to our assortment and product offerings.”

The Jules & Cleo label will serve as an entry point for David’s Bridal to reach a younger customer base and expand its market share. A presence in the junior market offers the retailer a chance to create lifetime customers, from prom or homecoming to her graduation and their wedding day.


David’s Bridal has been steadily expanding its options and experiences since it emerged from bankruptcy in late 2019. Efforts include entering a partnership with The Black Tux to create a one-stop-shop men’s formalwear experience through in-store shops, and adding 3D and AR experiences to let shoppers view bridal gowns and bridesmaids’ dresses from a full 360-degree angle through a partnership with solution provider Vertebrae.

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