Net-A-Porter Ramps Up Bridal Boutique

Net-a-porter.com is relaunching its full-service Wedding Boutique on Feb. 16.

Brides-to-be will soon have more designer dress options when Net-a-porter.com relaunches its full-service Wedding Boutique on Feb. 16.

This story first appeared in the February 5, 2010 issue of WWD.  Subscribe Today.

Unlike its previous assortment, which centered more on wedding guests than brides, the new set-up will feature an array of top wedding gown resources, as well as accessories such as tiaras, lingerie, footwear, swimwear, caftans and other honeymoon-appropriate attire.

Designed to be heavy on the fashion instead of the traditional, the bridal offerings will include Lanvin, Valentino, Vionnet and Giambattista Valli among others. There will be customized Alexander McQueen shoes, Erdem gowns, a Stella McCartney lace dress and a Lanvin getaway bag with a pareo, flip-flops and notebooks. In footwear, Jimmy Choo and Christian Louboutin will be among the resources. There will also be designer attire for bridal party members and wedding guests.

Unlike most bridal stores, which routinely require a few months for deliveries, Net-a-porter.com will start shipping as soon as an order is placed. In addition, same-day delivery via messenger is an option for shoppers in London and New York. With customers in more than 170 countries, the online store will try to ramp up its bridal component with a homepage plug, a microsite and e-mail blasts, said buying director Holli Rogers. Wedding gown shoppers will be able to speak with fashion advisors at any time of night or day, Rogers said. Dresses will retail from $300 to $12,000 and they will be shipped in white boxes instead of Net-a-porter’s signature black ones.

“For a long time, there has been very much one train of thought for buying a wedding dress,” Rogers said. “People make appointments, have fittings and it takes months and months before the beautiful dress a lot of them have been thinking about all their lives arrives. Our customers’ lives are very busy and they move quickly. They don’t have a lot of time. This [site] lends itself to the spontaneity of life.”

The idea first surfaced last fall, when Rogers recognized the modernity of Lanvin’s Blanche wedding dress collection and thought it would appeal to Net-a-porter’s customer base. In addition, last year Net-a-porter was wiped clean of a version of the Vivienne Westwood wedding dress Carrie Bradshaw wore in the “Sex and the City” movie, she said.

The expansion was first reported in WWD last week.