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Dive Brief:
David’s Bridal debuted The Outlet Shop by David’s Bridal, a concept that combines a full-price retail experience with a dedicated in-store outlet.
The outlet shop-in-shop opened in the company’s existing McAllen, Texas, location earlier this month, according to a July 14 press release. David’s Bridal plans to open additional outlet shops throughout the country this year and is currently evaluating locations, according to a company spokesperson.
The store now features discount wedding, bridesmaid, guest, prom and mother-of-the-bride dresses, as well as special occasion apparel, alongside the retailer’s full-priced assortment.
Dive Insight:
Deal seekers can now experience a one-stop shopping experience in Texas.
Brides at the McAllen location will continue to receive a personalized in-store experience, while stylists will be able to guide outlet shoppers, per the company.
The Outlet Shop by David’s Bridal
Image courtesy of David’s Bridal
“This is about delivering more choice, more value and more reasons to shop at David’s,” Heather Braddock, chief global operations and transformation officer, said in a statement.
Rather than setting up traditional and outlet retail as competing channels, David’s Bridal wants to treat them as complementary parts of the customer journey, according to a company spokesperson.
“Our goal is to continue to create experiences, in store and online, that meet shoppers where they and how they want to shop. In that sense, the outlet strategy isn’t about discounting — it’s about [continuing] to remove friction for customers in any way we can,” the spokesperson said in written comments to Retail Dive.
The North American wedding wear market is expected to grow from $5.2 billion this year to $8 billion by 2035, with a compound annual growth rate of 4.7%, according to Global Market Insights. The U.S. dominates as the largest market, and David’s Bridal is the market leader with 15% share, per the report.
David’s Bridal last year debuted its “Aisle to Algorithm” initiative, with the aim to become a retail, AI and media powerhouse and an asset-light company with a focus on technology.
Since that time, the company has announced new initiatives, including offering a free AI budgeting feature for couples. The company also partnered with Shopify’s agentic storefronts for ChatGPT and Microsoft Copilot, introduced its first original programming series, “Breaking Bridal,” and launched a wholesale division.