A shaky economy might not prevent people from getting married, but it may prompt them to streamline their wedding planning.
That’s yet another tough break for the wedding industry, which was severely impacted by the Covid pandemic. After all, social distancing pushed the pause button on wedding guests doing the Cha Cha Slide on dance floors for a long while.
But one thing remains for many couples in love: They want to do everything possible to ensure their special day goes off without a hitch.
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About half (52%) of engaged couples start planning their wedding a year ahead, according to The Knot 2025 Real Wedding Study, which surveyed 17,000 U.S. couples who got married in 2024 and a number who plan to this year.
After all, there’s a lot that goes into putting together a memorable event.
Plus, couples want to look as good as they feel on their special day. And that means making room in their budget for the perfect wedding wardrobe.
Now a well-known brand in the space has just made it a bit easier.
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David’s Bridal launches a new partnership to strengthen the brand.
Image source: Getty Images
David’s Bridal embraces new partnership
David’s Bridal has just revealed its partnership with Generation Tux, a tuxedo and suit rental shop, as an exclusive in-store shop-in-shop for menswear.
The goal is to create a one-stop location offering great deals to outfit the entire wedding party.
“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,” David’s Bridal’s President Elina Vilk 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.”
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The Knot study said 90% of couples’ wedding planning takes place online. That impressive stat points to the fact that couples want convenience as they prepare for their big days.
Yet even in the age of e-commerce, many brides also want to “say yes to the dress” in person. By partnering with Generation Tux, David’s Bridal is now extending the same courtesy to grooms.
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Unlike weddings of the past, where it was believed to be bad luck for the groom to see the bride before the ceremony, over three-quarters of surveyed couples who married in 2024 shared a “first look” before the ceremony, according to Brides.
David’s Bridal and Generation Tux appear to be capitalizing on this trend by inviting couples to shop together at the same store.
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“We’re thrilled to partner with David’s Bridal to offer a seamless, head-to-toe wedding style experience for couples and their wedding parties,” said Generation Tux President Jason Jackson.
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In addition to the Generation Tux partnership, David’s Bridal is rolling out a new store concept called Diamonds & Pearls, which will offer a more exclusive selection of merchandise that isn’t available at other stores. The concept will debut in Delray Beach, Florida, with plans to expand.
The company’s new offerings come after it declared Chapter 11 bankruptcy in April 2023 with nearly $260 million in debt. It was acquired three months later by Cion Investment Corp., which lowered the retailer’s debts to around $50 million and aimed to maintain up to 195 locations— and keep around 7,000 employees in their jobs.
It wasn’t the first time David’s Bridal needed to take such measures. It also filed for Chapter 11 bankruptcy back in November 2018. A restructuring plan helped revive it, but like many other retailers, it wasn’t prepared for the pandemic.
Time will tell whether these new endeavors will bring about the happily-ever-after the bridal retailer has been hoping for.
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