“We’ve been doing bridal for the last eight years just on a custom basis,” said Cydney Morris, who cofounded the business with Dallas Wand. “We’re just trying to make it easier for girls. It’s more interactive instead of them just guessing [what they want made].”
The new bridesmaids program launching Monday is composed of 12 made-to-order silk dresses with nine colorway options. Customers also have the choice of having their dress lined or unlined. Stone Cold Fox in the future will add the ability to choose from different trims, add slits or other forms of customization.
The bridesmaids collection comes on the heels of Stone Cold Fox’s deal with the Four Seasons Resort Rancho Encantado in Santa Fe, N.M. Couples who booked a wedding at the Four Seasons had the option of including a Stone Cold Fox custom wedding gown or adding adding silk robes for the bridal party.
The brand has worked with hotels in the past with some of its robes sold at the properties’ on-site stores, but the deal with the Four Seasons marked the first of its kind for Stone Cold Fox.
A dedicated bridal section will be part of an upcoming summer pop-up for the brand, set for the Lido Marina Village retail center in Newport Beach, which has retailers such as Planet Blue, Broken English, Bailey44, Elyse Walker and Alchemy Works Harbor House.
The storefront, less than 2,000 square feet and set to open in July, reflects the start of a pop-up strategy by Stone Cold Fox that brings the brand to some of its best markets.
The Lido Marina store assortment will mirror that of the Stone Cold Fox door on Abbot Kinney Boulevard, but will also have store exclusives, a full bridal offering to try on and regular pieces from the line.
Stone Cold Fox in February switched up its business model, making the decision to cut its wholesale business and go direct-to-consumer in a bid to reduce prices for consumers and focus on more custom pieces, the latter of which brought the company back to what it was doing when the line initially launched. By cutting out wholesale partners, Stone Cold Fox is able to sell pieces retailing for less than $300.
“It’s going great,” Morris said of how the business has fared since implementing the change. “We’re really honing in on what our girl wants.…We just have a lot more freedom.”