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Online, Custom Wedding Dress Brand Lace & Liberty Opens New Showroom in Los Angeles, Uses Tech to Evolve the Bridal Salon Experience

04/24/2019 | 09:24am EST

Wedding dress shopping is going through a digital transformation, and Lace & Liberty is paving the way for a fresh retail experience for modern brides. The online, direct-to-consumer wedding dress brand that’s making luxury customization more accessible, has expanded its brick-and-mortar presence with a new showroom located at 8012 Melrose Avenue, Los Angeles. The 850-square-foot West Hollywood retail space is the second location for Lace & Liberty, which opened a San Francisco studio in 2017 where they are based.

Lace & Liberty’s showrooms are a physical extension of the brand’s online, private atelier service and popular Try On At Home Box option that gives brides freedom from the tedious, traditional wedding dress shopping experience. In serving thousands of brides from around the country, Lace & Liberty found that although many millennial brides research wedding dresses online, most still value the in-person salon experience and struggle with limits in the selection and size-inclusive styles. By expanding its retail presence, the brand is extending its personalized approach to help brides achieve the dress of their dreams at an accessible price. The showrooms also carry Lace & Liberty x APW, a new capsule collection of plus size wedding dresses.

“For such a significant purchase, wedding dress shopping should be a joyful event that completely caters to the individual, but that’s not how the industry at large operates in design approach or salon experience,” said founder Danielle Wen, a graduate of MIT and Rent The Runway’s Project Entrepreneur incubator program who launched the company in 2016 after running into walls with her own exhaustive dress search. “By taking brides through a digital and transparent process, we’re able to effectively translate their visions into exciting design possibilities, be upfront on costs, and take the pressure off what’s usually a high-stakes retail environment.”

Lace & Liberty’s showrooms combine the convenience of online automation with a laid-back retail environment. With the guidance of expert stylists, brides are encouraged to mix, match, and play with a variety of tops, bottoms, gowns, laces, and fabrics from the brand’s core collection of wedding dresses and bridal separates. The result is a high-end, custom wedding dress for any personality, style, color preference, size, and body shape. Lace & Liberty’s direct relationship with top-tier factories results in unprecedented cost savings – bridal separates start at $450 and wedding dresses range from $1,200 to $3,500.

“There’s an incredible community aspect around the traditional shopping experience that most brides still crave,” adds Annie Hunt, Lace & Liberty’s lead designer and FIDM alumna. “It can be stressful if you don’t feel ‘lucky’ in your search, so we make that search obsolete.”

Learn more about Lace & Liberty at http://www.laceandliberty.com.

Instagram: @lace_and_liberty | Lace & Liberty on Pinterest | Lace & Liberty on Facebook #laceandliberty


ę Business Wire 2019
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