Dive Brief:
- DTC bridal brand Azazie has opened Azazie Studio, its first physical location, in Beverly Hills, California, per a news release. The 10-year-old wedding retailer has launched the studio as a hub and marketing vehicle for the brand’s wedding and evening gowns. It is not open to the public.
- Located in the heart of Beverly Hills at 185 North Robertson Boulevard, the 3,000-square-foot Azazie Studio devotes space to its bridal collection and to Azazie Atelier, its evening wear grouping curated for red carpet and gala dressing. The brand’s size range runs from 0 to 30.
- The showroom is staged to host private events, bridal celebrations, style and influencer appointments, gifting suites and press previews.
Dive Insight:
The opening of Azazie Studio is reflective of an ongoing trend by DTC brands to broaden their distribution channels as a way to attract more customers to their products. Brands are recognizing that consumers want to experience products in person, and are opening their own stores or engaging with new wholesale partnerships.
"Our showroom's overarching objective is to amplify brand awareness, elevate exposure, and boost impressions across all PR and brand channels,” Charles Zhong, CEO of Azazie, said in a statement. “Spanning media publications and various social media platforms, we aim to lead the way in all things experiential."
Several well-known retailers have entered the bridal market looking to tap into a younger market. Forever 21 launched its first bridal capsule collection in April, while Abercrombie & Fitch also entered the space in March.
The bridal industry has undergone significant changes, in part reacting to a pandemic that altered the wedding fashion landscape. During 2020, Saks Fifth Avenue closed its bridal flagship salons in New York and Beverly Hills and Nordstrom closed its Wedding Suites and phased out that business segment. In 2023, national chain David’s Bridal faced its second bankruptcy.
Founded as a digitally native brand by Zhong in 2014, Azazie first began selling bridal gowns and related accessories, and later expanded to include shapewear and cocktail and party dresses through a partnership with Kendall + Kylie. In 2023, the brand expanded further by launching a collection of bags and footwear.
"With Azazie Studio, we're bringing a new level of sophistication, customization, and joy to the bridal shopping experience,” Zhong said. “Our mission is to empower every woman to feel confident, beautiful, and truly herself for any special moment in her life."
