David’s Bridal partners with silk flower rental provider

David’s Bridal
David’s Bridal is providing omnichannel access to rented flowers.

David’s Bridal continues expanding its presence in the wedding planning space.

The bridal and special occasion dress retailer is entering a branded partnership with Something Borrowed Blooms, a provider of silk floral rentals. Something Borrowed Blooms offers a variety of pre-arranged collections designed to emulate the look and scent of real florals at a lower cost than traditional flowers.

As part of this collaboration, Something Borrowed Blooms will have a digital presence across of David’s Bridal’s customer touchpoints. The floral rental company will also provide exclusive offers to members of the bridal retailer’s Diamond loyalty program.

Other recent moves by David’s Bridal to become more involved in facilitating wedding planning services include rolling out Pearl by David’s, a comprehensive planning platform and national vendor marketplace designed to virtually combine all wedding elements in one place. 

Pearl by David’s provides resources, discounts, and planning tools; as well as digital content such as tips, blogs and videos. The platform also provides access to thousands of local vendors across the U.S. 

"Florals are an incredibly important component to the wedding day - they tell a story, elevate the ambiance, and bring joy to the big day," said Jim Marcum, CEO for David's Bridal. "Our new partnership with Something Borrowed Blooms was a natural fit. Their core belief that your budget shouldn't limit your big moments as well as their thirst for innovation runs parallel with our foundational values in service. We are thrilled to team up with Something Borrowed Blooms to bring even more value to our customers."

"Since founding Something Borrowed Blooms, we've been on a mission to revolutionize the wedding flower industry, offering more affordable, convenient, and sustainable wedding flowers for all couples,” said Lauren Bercier, co-founder and CEO, Something Borrowed Blooms. “Partnering with David's Bridal, a legacy brand within the wedding and events industry, is a pivotal moment in that journey; allowing us to reach and empower more couples with budget and eco-friendly options throughout the wedding planning process. We're proud to share the Something Borrowed Blooms experience with the David's Bridal community.”

David’s Bridal marches down the omnichannel aisle

David’s Bridal has been actively expanding its range of omnichannel solutions and services. In July 2022, the retailer began offering shoppable content on the TikTok short video platform.

Other key omnichannel services David’s Bridal has rolled out in the past 18 months include the release of print and digital versions of a seasonal guide for wedding looks, designs, and collections; as well as a seamless floral partnership with The Bouqs Company Weddings.

In addition, in April 2021, David’s Bridal began enabling customers to contact it anytime day or night via the LivePerson-based Zoey mobile CRM tool. The following month, the retailer introduced a new round-the-clock wedding planning channel on the YouTube Live livestreaming platform.

In February 2021, the retailer launched the “Little White Dress Boutique.” This collection of ready-to-wear dresses is available in all of its brick-and-mortar stores and online, with select styles available to view in 3D and augmented reality. 

And in October 2020, David’s Bridal acquired Rustic Wedding Chic, an online guide for planning weddings. This followed the introduction of a number of omnichannel services from David’s during the peak pandemic year of 2020, including an augmented reality-based wedding dress visualization tool and video-based virtual appointments

David’s Bridal operates more than 300 stores located across the U.S., Canada, U.K., and franchise locations in Mexico.

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