White House Black Market opens e-boutique

While House Black Market is taking an innovative approach to attracting more customers by launching an online wedding and event boutique.

The online boutique hopes to take the guesswork out of shopping for an event outfit by selling specific dresses along with coordinated belts, shoes, and accessories, making it super easy for shoppers to put together a cohesive look for that big wedding or gala.

"We know that women have been coming to us for years, to dress their bridal parties and for special occasion dressing, so introducing a special collection was the natural next step for us," says Donna Noce, president of White House Black Market. "As a lifestyle brand, we are thrilled to be able to now offer her a category that she has been asking for."

The collection features the brand's Genius dress, an exclusive convertible dress, available in two lengths, a Gown ($160) and Fit and Flare silhouette ($140). Each style can be worn in a multitude of ways and is offered in a range of seasonal and fashion colors, including the brand's signature black and white. The Wedding & Event Boutique also includes coordinating sash belts, shoes and accessories designed specifically for this collection to create one of a kind party looks. Prices for accessories range between $30 and $130.

The brand is also offering free shipping and returns in the United States, so shoppers can buy stress-free.

White House | Black Market currently operates 450 boutiques and 69 outlets in the United States and Canada.