One company, David’s Bridal, outfits one-third of America’s brides

With June upon us, consider this: More than 2.2 million women will get married in the United States this year. About one-third of them will be outfitted by one company: David's Bridal. With more than 300 stores throughout the country and a growing online presence, the retailer offers unbeatable prices on a wide selection of mass-produced gowns. While the average wedding gown costs $1,075, according to Condé Nast Bridal Media, the average David's Bridal dress retails at only $550. Some sell for just $99. It has been called the "Wal-Mart of weddings," and, like the blue big-box giant, David's Bridal may be poised to emerge from the recession as an even more formidable retail force.

Many small independent dress shops have shuttered recently due to the economic downturn. Meanwhile, David's Bridal is in the midst of what it calls "an ambitious expansion program." The company is sitting pretty compared with the rest of specialty retail. David's Bridal is privately held, so while it doesn't publish revenue figures, Thomson Reuters estimates that its sales were $683 million in 2008. "I would say it's actually performed relatively well in this recession," says Jackie Oberoi, a credit analyst at Standard & Poor's, who reported that by the end of the third quarter, sales were up about 3 percent over 2007. She estimates that David's Bridal has added about 15 to 30 stores annually since 1999. Even in the past year's gloomy retail environment, it opened 20 stores. The brand's budget-friendly reputation appears to be paying off.

As the retailer unveiled its new Manhattan store this spring, CEO Robert Huth acknowledged the company's unique position, saying, "Although many retail stores have been closing locations due to difficult economic times, David's Bridal is proud to open its heart and doors to the people of New York City." The newly opened store has a utilitarian feel: racks and racks packed with plastic-wrapped gowns, organized systematically by price and size (2 through 26). There are no champagne toasts or doting bridal consultants. Most of the bustling brides pick through the dresses like they're shopping for groceries. The styles range from trendy cuts to classic silhouettes, but almost all the gowns have one thing in common—they're made of the fabric that nary a bride wants to speak of too loudly: polyester...

(Read the rest of this article at The Big Money.)

Tags: weddings

Caitlin McDevitt

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