ModCloth Bridal

I DO: ModCloth’s now in the business of bridal.

The San Francisco e-tailer said today it’s offering a full range of more than 30 wedding dresses in addition to shoes, accessories and intimates. The wedding dresses start at $175 and go up to more than $450. Additionally, the collection includes some 50 bridesmaids dresses retailing for $70 to more than $175.

The offering is a mix of ModCloth-branded pieces and items from other lines, including exclusive pieces from Wendy Bird, Erin Fetherston’s PL label and others.

“When designing the wedding looks for our ModCloth label, as always we are inspired by vintage silhouettes with a nod to retro styling, but in fabrication and fits that are perfect for a contemporary bride of any size,” ModCloth fashion director Lizz Wasserman said. “We want women to be able to express their personal style in these pieces and do their special day their way.”

The company’s ModStylist program, aimed at helping shoppers find the right fit in store and online, will be expanded to accommodate the move into bridal.

ModCloth joins a growing landscape of digital brands looking to grow up with Millennials and build brand loyalty by partaking in key points in their lives, including marriage, with such companies claiming their point of differentiation in the market is their technology backend that helps them better understand their customer base. These companies include Weddington Way and Vow to Be Chic. Even companies not traditionally in the wedding space have made pushes into bridal in more recent years, including Revolve and Reformation.

The ModCloth wedding collection lives on its own wedding landing page that can be accessed via the ModCloth site. It will also become available via a series of pop-up shops the company will roll out beginning next month in Austin. It’ll be the first of five total temporary shops the company will set up through September when the “ModCloth IRL Tour” ends in Pittsburgh.