David’s Bridal rolls out outlet concept nationwide following strong customer demand

David’s Bridal is set to roll out its new outlet concept to 47 stores across the country, following strong customer demand.

The expansion comes a little over a month after the bridal and occasion wear specialist opened one of its first outlet concepts in its McAllen store in Texas. Launched as a hybrid retail model, the dedicated outlet shop-in-shop offers a selection of off-priced wedding dresses, designer samples, bridesmaid dresses, and more, with everything up to 70 percent off retail price. 

Customers can visit the David’s Bridal shop-in-shop and receive the same personalized, complimentary styling services as the full assortment customers do. “We're scaling this concept from a position of strength because we're listening to our guests and giving them more of what they're already asking for,” Kelly Cook, CEO of David's Bridal, said in a statement. 

“We're making it even easier to discover perfect dresses and accessories at unbeatable value - all with David's signature craftsmanship and quality. Expanding nationwide allows us to bring that very value to every market we serve.”

Following the rollout, The Outlet Shop will be present in at least one store across every David's Bridal market nationwide, from Phoenix and Houston to Pittsburgh and Charlotte, combining the specialist's complete bridal experience with outlet savings. 

The outlet expansion is part of David's broader strategy to strengthen its retail footprint around changing customer behavior and shopping preferences. It comes as Gen Z and millennial shoppers increasingly rethink what value means to them and seek out premium goods and services at lower prices rather than compromise on quality. 98 percent of consumers now buy from off-price retailers regardless of income level, a category outpacing overall apparel growth, according to a study from PwC.

“This concept proves that value and experience don't have to compete - they can complement one another,” added Heather Braddock, chief global operations and transformation officer at David's Bridal. “As consumers increasingly seek premium brands at accessible price points, David's is responding with a retail model that delivers both exceptional service and exceptional value.”