Dive Brief:
- Adding another product category to its business, David’s Bridal launched its first shapewear collection, dubbed Shapewear DB Studio, the wedding retailer announced Tuesday.
- Priced between $24.95 and $49.95, the collection is available in sizes small to 2XL and features four styles in light to medium compression: a high-rise shaping thong, high-rise shaping briefs, mid-rise shaping shorts and high-rise shaping shorts.
- The collection is meant to assist customers during special occasions, such as weddings, proms and quinceañeras. The shapewear is available online and in stores, per the press release.
Dive Insight:
With the debut of its shapewear collection, David’s Bridal continues to extend its offerings beyond wedding attire. With the new line, the company is targeting consumers who are stressed and looking for “under-the-dress solutions” for important events, the company said.
“Our customers told us they wanted extraordinary fitting shapewear without sacrificing comfort while complimenting their budget,” Nancy Viall, president of merchandising and supply chain for David’s Bridal, said in a statement. “There’s nothing worse than purchasing expensive shapewear that rolls down at the waist or bunches up in inconvenient areas. Our thoughtfully designed, exclusively curated, and affordably priced Shapewear DB Studio collection takes into consideration the comfort of our customers while offering innovative and fashion-forward solutions to help them feel their best for whatever exciting occasion they’re shopping for.”
In its quest to enter new product categories in recent years, David’s Bridal has introduced more offerings for younger customers. In 2021, the company launched Fifteen Roses, its first quinceañera collection, with dresses priced between $399 and $699. The following year, the company partnered with Little Tuxedos for children’s suits and formalwear. David’s Bridal also debuted Jules & Cleo, its first exclusive junior collection ranging from size 0 to 30, in 2022.
The company this spring unveiled a men’s accessories collection that includes bowties, neckties, pocket squares and vests.
The retailer is also catering to budget-conscious consumers. Last year, David’s Bridal unveiled its Celebrate by DB Studio bridesmaids collection, featuring dresses ranging between $99 and $130.
With shapewear, the retailer is entering into a category that has lots of competition, particularly from direct-to-consumer companies. Last year, Knix introduced leakproof shapewear and Lizzo’s Yitty brand, which debuted in 2022, expanded into gender-affirming shapewear. Kim Kardashian’s shapewear brand Skims recently ramped up its move into brick and mortar by opening its first permanent retail store in the Georgetown area of Washington, D.C.
David’s Bridal, which went through a Chapter 11 bankruptcy last year, kept nearly 200 store locations open under new ownership.
