Direct-to-consumer wedding dress brand Brideside on Thursday opened a flagship Bride showroom, joining its sister Brideside Bridesmaid in a 6,700-square-foot space at the Gramercy House on 20th Street and Park Avenue South in Manhattan.
Bridesmaid sells designer dresses by Jenny Yoo, Amsale, Sorella Vita, Dessy, Watters and Wtoo, as well as private labels Brideside and Aura, which are priced at less than $200. The company said the styling service has been extremely popular with New Yorkers since the location opened 10 months ago.
Brideside Bride continues to build on the brand’s ethos. All brides work with a stylist for the duration of the wedding dress-purchasing process. The session can take place online, over the phone, or at a showroom, where every gown is available in sample sizes 0 to 30.
The average price of a bridal gown is $1,700, which the company pointed out is “well below the city’s average thanks to the direct-to-consumer manufacturing model.” Similar to the bridesmaid assortment, Brideside Bride offers gowns from its Ellera private label collection, as well as designer dresses by Jenny by Jenny Yoo, Nouvelle Amsale and Allure Romance.
Nicole Staple, Brideside’s chief executive officer, said the industry was ripe for a revolution. “It designed and delivered dresses in a staid manner, emphasizing outdated traditions over inventing new experiences,” she said.
Brideside and Brooklyn-based Worn Creative, which designs spaces from the female perspective, took hotel and spa experiences for inspiration, said Carolyn Rush, Worn president, adding, “The bar was low for customer experience in bridal.” She said much thought went into the floral arrangements, color and texture of the seating and lighting, so the space would be a sea of calm during a time for brides that can be stressful.