The biggest wedding-dress retailer in the US, David's Bridal, is plotting a UK launch that could redefine the sector, which is dominated by independents.
The chain, which claims to dress one in three US brides, has approached agencies about an aggressive through-the-line campaign to support its expansion to the UK this year.
David's Bridal was acquired by private equity firm Clayton, Dubilier & Rice (CD&R) for $1bn in October. CD&R also agreed to acquire a significant stake in UK discount retailer B&M last month.
David's Bridal has about 300 retail stores in the US and Canada selling wedding gowns, special-occasion dresses and accessories. Alongside wedding dresses for as little as $100, the retailer also offers a designer service, including ranges such as White by Vera Wang.
Few bridal brands have their own retail stores in the UK, with the exception of high-end labels such as Temperley.
High-street names such as Topshop, BHS, Monsoon and even Asda have attempted to crack the lucrative market by offering bridal ranges.
David's Bridal was unavailable for comment.
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