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Dive Brief:
David’s Bridal is partnering with tuxedo and suit rental company Generation Tux to open shop-in-shops starting with 10 locations, the bridal retailer announced Friday.
After an initial rollout, David’s Bridal will open more shop-in-shops at its stores on a weekly basis until the entire fleet is outfitted by the end of this year. Shoppers can immediately access virtual stylists.
The in-store displays feature Generation Tux’s most popular styles, fabric swatches and interactive signage. Shoppers can also access a free home try-on program for grooms, at-home fittings and delivery and returns after the event, according to a company press release.
Dive Insight:
David’s Bridal’s collaboration with Generation Tux is part of a continued effort to offer a one-stop shopping experience for wedding parties.
“Through our partnership with Generation Tux, we know we are offering the highest quality product to our customers, and doing it at the best possible prices,” Elina Vilk, president and chief business officer of David’s Bridal, said in a statement. “For over 70 years, brides have trusted us to ensure they feel beautiful on their big day. We’re ready and excited to offer the same to grooms online and exclusively in 10 select stores, with more to come.”
The effort with Generation Tux comes as David’s Bridal is integrating new digital enhancements into its store operations. Trained stylists and store associates will be equipped with iPads that allow them to browse the tuxedo provider’s online catalog, compare options and place orders.
“This intuitive setup bridges the digital and physical worlds, combining the convenience of online shopping with the personal touch of an in-store consultation,” the company said in its announcement.
Additionally, when five people in a party rent a suit or tuxedo, the groom’s rental is free and there is an additional, limited-time 20% off for David’s Diamond Loyalty members. The company’s loyalty program launched in 2020 and last year expanded to include the full wedding party. It currently has nearly 3 million members,
David’s Bridal’s tie-up with Generation Tux marks a continued focus on occasionwear. In April, the retailer teamed up with Cubavera and Perry Ellis to create its debut its first menswear collection.
David’s Bridal recently announced the “biggest shift” in its 75-year history to become asset-light with a focus on utilizing AI to scale its retail media network, planning platform and retail strategies. With its “Aisle to Algorithm” plan the company wants to expand past the wedding dress market to become a dominant player in the $65 billion wedding industry.
The retailer recently debuted a new high-touch store concept in Delray Beach, Florida, dubbed Diamonds & Pearls. The store features a curated selection of bridal fashion and accessories, personal styling, Shopify point-of-sale integration for in-store and online shoppers, alterations, luxury trunk shows and champagne service.
