David’s Bridal launches luxury store, expanding its offerings from DoorDash deliveries to couture

David’s Bridal, a well-known company in the wedding industry, has recently made a strategic move to target the “affordable luxury” market. With a history of serving budget-conscious brides and wedding parties, the company has launched a new higher-end chain called Diamonds & Pearls. This chain offers a range of dresses priced from $700 to over $5,000, catering to customers seeking premium offerings.

The decision to expand into the luxury segment comes after David’s Bridal filed for Chapter 11 bankruptcy in April 2023, citing inflation and other pressures. The first Diamonds & Pearls store opened in Delray Beach, Florida, marking a new chapter for the 75-year-old company. David’s Bridal currently operates 193 stores across the U.S., offering gowns priced from $500 to $3,000.

CEO Kelly Cook explained that while David’s Bridal has traditionally focused on the value-end of the bridal market, there was a significant gap in serving customers looking for luxury options. Cook stated that affordable luxury is a rapidly growing segment within the industry, and the company wanted to address this demand.

With the average cost of weddings reaching $37,500, brides are increasingly feeling the pressure of rising expenses. To meet the needs of budget-conscious consumers, David’s Bridal introduced wedding dresses priced as low as $99 under the DB Studio label. Additionally, the company partnered with DoorDash to offer a convenient way for customers to order dresses and have them delivered within minutes, along with dessert.

In response to the growing trend of last-minute wedding planning, David’s Bridal is focused on serving brides with tight timelines. The company now offers made-to-order dresses from renowned designers like Marchesa and Viola Chan at its Diamonds & Pearls store, where brides can enjoy a personalized shopping experience with champagne.

Looking ahead, David’s Bridal plans to open more Diamonds & Pearls stores this year and expand its offerings to serve a diverse range of consumers, including grooms. The company is also investing in AI-powered wedding planning tools, video content, and other innovative solutions to enhance the wedding planning process.

Despite challenges posed by fluctuating tariffs, David’s Bridal remains committed to its growth strategy. The company plans to shift production away from China by the end of June, utilizing factories in Myanmar, India, and Vietnam to maintain quality standards. Whether it’s the budget-friendly DB Studio line, dresses available on DoorDash, or the luxurious options at Diamonds & Pearls, David’s Bridal emphasizes quality as a common thread across its offerings.

In conclusion, David’s Bridal’s foray into the affordable luxury market reflects its commitment to evolving with changing consumer preferences and industry trends. By offering a diverse range of products and services, the company aims to cater to every type of customer and provide a seamless wedding planning experience.