David’s Bridal acquires video platform, launches media network
David's Bridal is looking to establish itself as a tech and media company serving the wedding industry.
The bridal and special occasion dress retailer has acquired Love Stories TV, a video-focused digital wedding planning platform, and is introducing a new retail media network called Pearl Media Network. The moves are part of a strategic shift David's Bridal said will make the company a "rising tech and media company" providing wedding inspiration for all participants under a single brand, follow.
Love Stories by David’s (formerly Love Stories TV)
Founded in 2016 by Rachel Silver, Love Stories TV has a wedding content library featuring more than 30,000 videos and has launched the wedding industry’s first podcast network and streaming TV presence.
David’s Bridal intends to turn the platform, now known as Love Stories by David’s, into a prime advertising vehicle for connecting with brides and future brides. With the acquisition, Love Stories TV founder and CEO Rachel Silver, will become the GM of media for David’s Bridal and chief product officer for Pearl Media Network.
"As part of the David’s Bridal team, we’re looking forward to a new chapter focused on delivering inspiring, impactful and highly curated content for advertisers to authentically reach David’s core customers while continuing to develop new products to support small-to-mid-sized businesses across the wedding industry," said Silver.
Pearl Media Network
Under Pearl Media Network, David’s will be building upon Love Stories TV’s content across social media platforms, YouTube, and its podcast network, as well as streaming TV (including Roku, Tubi, Vizio, Sling and other platforms) as well as developing content and advertising offerings from social, web, streaming TV, and in-store.
Silver will be focused on enhancing David’s Bridal’s social content strategy, reaching new and targeted audiences with content and advertiser offerings.
"Our customers look to David’s for all things wedding and planning, and Pearl Media Network will now allow advertisers to authentically capture our audiences, tapping into consumers during the household formation – a true first for the industry," said Elina Vilk, chief business officer for David’s Bridal. "It’s no longer just a 12-month planning cycle—people are diving into years of planning and consuming content that sparks ideas, often via video, which outperforms every other medium. Love Stories TV is at the heart of this trend, and now David’s Bridal and Pearl Media Network will serve as the ultimate inspiration network."
Other recent moves David’s Bridal has made to broaden its reach include introducing a new resale program called “Adored by David’s,” extending its Diamond Loyalty program to all members of the wedding party, and combining its offerings with the more than 40,000 customizable items and exclusive designs from 1-800-Flowers.com subsidiary PersonalizationMall.com.
[READ MORE: David's Bridal arrives on DoorDash for on-demand delivery]
David’s Bridal operates more than 190 stores located across the U.S., Canada and franchise locations in Mexico.
