Floravere e-commerce

TEST DRIVE: There’s another wedding dress start-up looking to make waves among the growing crop of digital brands aimed at Millennial brides.

Molly Kang thinks she has an edge focused on selling custom gowns to discerning brides looking for designer frocks at low prices. She’s weaving that in with the at-home, try-on model for her company Floravere.

The recently launched online platform, which Kang had been testing among a small group of friends, is based in Los Angeles, while the gowns are produced in New York.

Brides can peruse the options online and then have three days from the time the sample gown is sent to them to decide in the comfort of their homes and among friends whether they want to place an order online for a custom gown that’s turned around in three to four months’ time.

The business launched with seven styles, all of which are priced under $4,000.

The goal is to position Floravere as a place where “we offer that designer wedding dress at the price of a sample sale, but without the sample sale,” Kang said.

While renting is an option already out on the market, Kang said alterations can sometimes be tough and limited for borrowed garments because any changes would have to be reversible.

As more and more digital brands experiment with physical spaces in the vein of showrooms, Kang said she’s focused on permanent bricks-and-mortar doors.

“I feel like you’ve seen the evolution of brands starting online and then a ton of them have seen how beneficial bricks-and-mortar can be,” she said. “I would always love to be a digital-first brand. I do think pop-up shops have a great place….I definitely think that’s something we’d consider offering in the future.”

Up next for Floravere, which raised a friends and family round to finance its first collection, is expansion into other categories potentially as early as next year. Selling bridesmaids dresses is also something being considered as part of the longer-term strategy.

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