The parent company of super successful retailers Urban Outfitters, Anthorpologie and Free People plans to launch a new brand that will cater to the bridal market.
Offering wedding gowns, bridesmaid dresses, corresponding accessories and auxiliary items such as invitations, décor and gifts, the label is set to debut aptly on Valentine's Day of 2011.
"The company will be launching a wedding lifestyle concept that we hope will be as innovative as our existing brands," Glen T. Senk, CEO said on the company's earnings conference call.
The idea came from associates internally, but was in response to how customers were shopping. "People shop at Free People and Anthropologie for bridesmaid dresses."
Bridal dresses, which Senk said will be "heirloom quality" and retail for $1,000-$5,000, are expected to be designed by the Anthropologie team, as well as guest designers.
Iinitially launching with a Website, followed by a store opening later in the year, Senk expects the new brand to be a big business. "We think the dollars are going to be meaningful, and we're going to let the customer show us the way," with what works.
In addition, Senk says, "We also expect to offer a community for brides before, during and after the wedding. Travel services, wedding planning and flowers are things we could potentially offer. We're trying not to be just about selling products. We want to help the bride plan the wedding."
In other exciting wedding news, check out this designer's exclusive collection. And find more wedding dresses on Aisledash!