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Dive Brief:
In partnership with Perry Ellis and Cubavera, David’s Bridal unveiled its first menswear collection, the company announced on Monday.
Accessories are now available, suits will launch in April and Cubavera products will be released in time for summer.
The assortment will expand each season, ultimately featuring 200 curated pieces from Perry Ellis and Cubavera. Items will be available for purchase directly from David’s Bridal’s website and soon will be in stores.
Dive Insight:
David’s Bridal wants to become synonymous for occasionwear — including for men.
“David’s Bridal has long been a haven for brides and all women alike for special occasions, and with this expansion, it’s bringing the same expertise, style, and convenience to men, making it a one-stop destination for all,” Elina Vilk, chief business officer at David’s Bridal, said in a statement. “From prom and homecoming to grooms and groomsmen, and even honeymoon looks, we’re providing stylish, high-quality options for every milestone.”
The debut of menswear follows the company’s March announcement that it is making the “biggest shift” in its 75-year history. David’s Bridal is moving away from being a traditional bridal retailer and instead focusing on a digital-first strategy as part of its new “Aisle to Algorithm” plan.
That era comes with new leadership. The company in March also announced that its president of brand, technology and finance, Kelly Cook, was named CEO.
The go-forward strategy means that David’s Bridal will evolve into an asset-light company and will focus on using AI to scale its retail media network, planning platform and retail strategies. It comes about two years after David’s Bridal filed for its second bankruptcy.
Over the past year the bridal retailer has also made moves to expand its categories and services. Last year it debuted a shapewear line, expanded its loyalty program to include full wedding parties and even partnered with DoorDash for on-demand delivery.
