With inflation staying high and interest rates surging, consumers have become more cautious with their spending. As a result, many retailers have struggled to stay afloat, leading to a wave of store closures and bankruptcies since the 2020 shutdowns. The wedding industry has also faced lasting challenges, with many venues and vendors still grappling with fewer bookings even years after the pandemic disrupted large-scale celebrations.

David’s Bridal, once the dominant force in wedding retail, felt the impact firsthand. The shift toward smaller, budget-conscious celebrations and reduced demand for formal attire contributed to its second Chapter 11 bankruptcy filing in April 2023. After restructuring, the company was acquired by Cion Investment Corp., allowing around 200 stores to remain open.

Now, under new CEO Kelly Cook, David’s Bridal is transforming into a media-driven business. Its Pearl Media Network leverages content to attract customers and generate advertising revenue.

The company is also expanding its online marketplace beyond wedding dresses to include men’s suits, rentals, swimwear, and occasion wear through a drop-ship model. This strategy reduces costs by eliminating excess inventory and store expansions while enabling rapid scaling.

Although David’s Bridal serves 90 per cent of the US bridal market, it captures only a third of dress sales. By focusing on media and e-commerce, the company aims to strengthen its financial position and drive profitability, adapting to an evolving wedding industry.