San Francisco-based Weddington Way has its sights set on the men’s market with the rollout of suits and tuxedos.
The company, which sells and rents special-occasion dresses aimed at Millennial brides and bridesmaids, launched into men’s on Monday with a mix of private-label offerings and some items from Michael Kors, including suits, tuxedos, shirts, ties, cuff links and shoes.
“We continue to remain laser-focused on building a platform for Millennial brides where they can bridge the gap between inspiration and execution for their entire wedding vision,” said Ilana Stern, Weddington Way’s founder and chief executive officer. “After helping 1.7 million brides and bridesmaids shop together online, enabling her to outfit the gentlemen in her wedding party is our next big step towards building that experience.”
The rental offerings live under a tab on the Weddington Way site named “The Gent Shop.” The launch also includes order reminders for the men and will connect them with local tailors.
The company is currently offering 13 tuxedo and suit looks and more than 75 accessory color options to coordinate. Pricing starts at $150 and tops out at $160. Shoes are an extra $25 and the company is including a pair of free dress socks with orders.
The goal is to offer a mix of designer names such as Michael Kors and private-label options, said Parul Somani, the company’s head of new business.
“With the launch for groomsmen, we wanted to hit the ground running,” Somani said. “We wanted a name that they would recognize.”
The launch follows the company’s close on a $9 million Series A round last summer that brought its total funding to $11.5 million. Weddington Way is on track to log about $10 million in sales this year.
More recently, the company added Kerry Whorton Cooper to the company’s board of directors. Whorton Cooper is ceo of Choose Energy and brings e-tailing experience from previous stints as chief marketing officer and chief operating officer at e-tailer ModCloth and chief marketing officer and vice president of global e-commerce at walmart.com.
The board addition comes as the firm eyes further category expansion in the future, according to Stern.
The company launched giftable items aimed at the bride for her bridesmaids earlier this year.
Plans also call for a ramp-up of pop-ups next year. Weddington Way tested two in May. One was in New York off of Madison Avenue in 600 square feet that operated for a three-day run. The other, totaling 2,400 square feet, was in Chicago for three weeks.
“Our pop-ups are very branded showroom experiences,” said Somani, adding that the company is looking to embody the next-generation retail experience in terms of tech integration.