Brideside, an e-commerce solution for bridesmaid dresses, has expanded and overhauled its web site following last year’s capital raise of $1.5 million.

The bridal web site launched in 2014 as an online solution for brides to find top designer bridesmaid dresses and try them at home. The new site has expanded its concierge style-board technology and gives brides the option to match up with a style consultant. The consultant can work with the bride as she addresses fitting women of varying sizes and coordinating bridal looks.

“The new experience sends a clear message: New ideas are alive and well in online fashion retail,” said cofounder Nicole Staple. “The redesign breaks the rules of traditional e-commerce and creates personal connections between our customers and the products they love.”

The try-at-home inventory has been extended to include 15 designers and more than 350 styles. For $10, the bride can order three dresses to try on at home with her bridal party. Staple added, “The new allows bridal parties to access their Brideside style consultant, and see and feel the texture of their dresses, whether they are in our showroom, at home or browsing with their smartphone or tablet.”

Brideside has also increased its wedding party inventory offering to include bridesmaid gifts, flower girl dresses, lingerie and more.

This is big business because each year there are 11 million bridesmaids. Brides have five bridesmaids on average and 64 percent of them wear identical dresses. On average, it costs $1,695 to be a bridesmaid with $200 on just the dress and alterations for the dress. Shoes, jewelry and hair and makeup add another $200 to the mix.

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