David’s Bridal unveils luxe ‘store of the future’ targeted at Gen Z brides
David’s Bridal has opened a new retail concept aimed at delivering "elevated, curated and personalized" experiences for brides in a boutique format designed to bridge the gap between affordable luxury and high-end couture.
The new concept, called “Diamonds & Pearls,” has opened in Delray Beach, Fla., with a second location set to open later this year. At 3,500 sq. ft., the store offers an edited selection, with approximately one-third of the SKUs typically found in a David’s Bridal store.
The assortment is tailored to the most trending styles and silhouettes and includes couture offerings from brands such as Marchesa and Viola Chan as well as Diamonds & Pears exclusives and quick “turnaround offerings” that are important to brides in today's global shipping and supply chain environment, the company said.
Interactive touchscreens powered by Shopify POS bring David's full inventory to life, enabling in-store real-time exploration of dresses, accessories and shoes.
The store also offers a more intimate and elevated shopping experience — complete with champagne, elegant décor, private dressing suites and couture-level styling. Personalized styling appointments are also available.
“Diamonds & Pearls sets a new standard through its hybrid, tech-forward retail model where shoppers can enjoy a seamless blend of digital tools, expert personalized styling, and fast, on-demand ordering-all within a refined and sophisticated environment designed to elevate every moment of the bridal journey,” the company said in a release.
"At David's, we believe every bride deserves a magical experience-and it starts the moment she walks into one of our stores," said Kelly Cook, who took the reins as CEO of David's Bridal in March. "With Diamonds & Pearls, we're taking this promise to the next level. This is where trend meets tradition, where high fashion meets high touch and high tech, and where we bring the full power of David's and all of our offerings into a modern, elevated setting.”
“By hand selecting the products, brands and partners highlighted in our Diamonds & Pearls stores, plus the ability to digitally shop in store with our ‘endless aisle' technology, we're bringing sophisticated curation with a seamless, modern in-store experience today's brides want and expect,” continued Cook.
[READ MORE: David’s Bridal continues shift to bridal media company]
David’s Bridal has more than 190 stores across the U.S., Canada, and franchise locations in Mexico.
