PAPELL’S WEDDING MARCH: For the first time in the company’s 37-year history, the Adrianna Papell Group is launching a bridal collection through a new licensing deal with the House of Wu.
The first wedding dress collection, Adrianna Papell Platinum, will be unveiled for spring 2017, but in truth, fans of the brand have been using Adrianna Papell dresses for a variety of wedding needs in recent years. The spring collection consists of 23 styles retailing from $1,000 to $2,000 and there will be 22 options for fall. The spring offerings will include a Chantilly lace gown with an illusion neckline, spaghetti straps and a low back, as well as a mermaid dress with a sweetheart neckline and skirt with cascading layers of tulle and organza and is finished with horsehair.
Jaynee Berkman, Adrianna Papell’s president and chief merchandising officer, said, “Brides brought us into the wedding business two years ago by wearing our evening dresses as bridesmaid, destination wedding, rehearsal dinner and reception dresses.”
The new wedding dresses will be sold in 225 independent bridal shops throughout the U.S. and distribution is being set up for Mexico, South America, Europe and the Middle East. House of Wu has developed retail partnerships for more than 26 years. The company now carries 15 labels, each geared for a specific niche including bridal, bridesmaids, mother of the bride, prom, pageant and quinceañera. House of Wu’s tag line is “a dress for every dream.”
Adrianna Papell Platinum debuted in Chicago at the National Bridal Market and in New York at the International Bridal Market. Advertising will be showcased in a variety of print and digital media outlets including Brides, The Knot and Bridal Guide. First-year projected wholesale volume is $5 million, according to a company spokeswoman.
Trunk shows are being planned for this fall at Brickhouse Bridal in The Woodlands, Tex.; at Becker’s Bridal in Fowler, Mich., and at Gesinee’s Bridal in Concord, Calif.