David’s Bridal is strengthening its position in the wedding wear market by enhancing its menswear offerings through a strategic partnership with tuxedo rental platform Generation Tux, according to statements made to Modern Retail.
Starting Friday, the bridal retailer is introducing shop-in-shop experiences with Generation Tux in 10 of its U.S. stores, with plans to expand the concept to its full network of approximately 180 locations in the coming weeks. This development builds on the company’s entry into the menswear category earlier in March.
Although traditionally focused on bridalwear, David’s Bridal engages with about 90% of U.S. brides, whether through social media or in-store visits. The company now aims to streamline the wedding planning process by offering grooms’ and groomsmen’s outfits alongside bridal purchases. President Elina Vilk emphasized that this integration is designed to simplify wedding planning, eliminating the need for brides to coordinate menswear separately.
Vilk noted that wedding parties typically aim for cohesive colors and aesthetics, but choosing menswear separately can complicate that effort. By centralizing attire selection, David’s Bridal aims to offer a more unified experience.
In-store, mannequins will display three to five styles from Generation Tux, with the full selection of over 20 styles accessible online through iPads. Brides and grooms can coordinate color palettes for bridesmaids’ dresses and groomsmen’s tuxedos, while the wedding party can order their attire using Generation Tux’s digital fitting tools and virtual stylists. Each item is shipped 14 days prior to the event, and a tracking system keeps everyone informed about who has received their outfit and who hasn’t.
The digital approach allows David’s Bridal to serve the entire wedding party without overstocking inventory. It also caters to male shopping behaviors, which tend to be more last-minute. Vilk explained that while women may buy dresses six months ahead, men often wait until a month or even two weeks before the wedding. She added that chasing down groomsmen for their outfits has traditionally been a major challenge, one the new system aims to alleviate with its checklist and tracking features.
This is not David’s Bridal’s first venture into menswear. Earlier this year, the company collaborated online with Perry Ellis and Cubavera and also formed a rental partnership with The Black Tux. Previously, in 2007, it named Men’s Wearhouse as its official tuxedo partner—a relationship that lasted roughly a decade. However, the latest partnerships allow customers to either purchase or rent attire directly through David’s Bridal.
Michael Prendergast, managing director at Alvarez & Marsal’s consumer and retail group, told Modern Retail that expanding into menswear is a logical step for David’s Bridal. He remarked that the company already handles much of the wedding planning, so adding grooms and groomsmen to the equation is a natural progression.
Prendergast also pointed out that due to the casualization of workplaces, many men struggle to find affordable and accessible suits. He praised the initiative but expressed some skepticism about an entirely digital shopping experience, citing concerns about fit and fabric.
David’s Bridal joins a growing number of retailers traditionally focused on bridal and bridesmaid fashion that are branching into menswear. Birdy Grey began offering suits and tuxedos in March, aiming for significant year-over-year growth, while Revelry launched its menswear line in December 2024.
Expanding menswear is just one aspect of David’s Bridal’s broader strategy to dominate the wedding category. The company is building a content-driven retail media platform, which includes Love Stories TV, acquired in 2024. Additionally, it is developing planning tools and enhancing its Diamond loyalty program, originally launched in 2020 and extended to prom customers in 2024.
Promotional offers play a key role in this expansion. The Generation Tux partnership includes a “buy five suits, get one free” deal, and members of the Diamond loyalty program — now numbering three million — receive a 20% discount on suits and tuxedos. Generation Tux rental prices start at $159.
David’s Bridal has experienced financial turbulence in recent years. It was acquired by Clayton, Dubilier & Rice in 2012 for $1.05 billion but later filed for bankruptcy twice — in 2018 and again in 2023. Following its second bankruptcy, the company was revived by Cion Investment Corp.
Now, Vilk hopes the investment in menswear will open the doors to millions of new customers. Achieving engagement with 90% of American grooms, as it has with brides, would be a significant milestone, she said.
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