Start-up online retailer seeks to disrupt bridal dress category

A pure-play retailer is letting brides say "yes to the dress” in the comfort of their own home.



Start-up company Floravere is turning soon-to-be brides’ living rooms into bridal salons through a direct-to-consumer model that allows brides to browse their collection online, select styles, and receive their custom made-to-order gown within four months. The exclusive gowns, which are crafted by a team of former artisans from the ateliers of Monique Lhuillier, Dior, Zac Posen and Reem Acra, cover a variety of styles and silhouettes, and all cost under $4,000.



Brides can select up to three different styles to be shipped directly to her door in Floravere’s signature “Bride Box,” which is complimentary with any purchase. This direct-to-consumer model allows brides to try on gowns in the comfort of their own home.



Upon making her selection, the bride visits the Floravere website to select and customize her gown, then returns the samples using a prepaid shipping label. Customizations include train and sleeve lengths, preferred waistlines, monogramming and other features. All handcrafted gowns are compete within 10 and 15 weeks, a company statement said.



“A wedding dress is one of the most special purchases a woman will make, yet the process of shopping for one hasn’t been updated to reflect the needs of modern brides,” explained Molly Kang, Floravere’s creator.



“While shopping for my dress, I couldn't help but ask myself, ‘Why can't I buy a luxury wedding dress the way I buy other clothes online, directly from the makers, and without the need to hunt down styles in person or make an appointment weeks in advance?,” she said. “I set out to create a modern bridal experience that refines tradition and reclaims the joy. We offer a unique blend of convenience and luxury, and create the opportunity to have a ton of fun with it.”