House of Brides Opens its New Store in Aurora

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House of Brides opened the doors of their new full-service store in Aurora. House of Brides, Aurora looks to build on the House of Brides tradition while keeping a progressive eye on the bridal market thanks to a new look and strategy.

House of Brides introduces its new store in Aurora garnering attention from the area's consumer community. House of Brides, Aurora is the fifth or six House of Brides stores in operation today. The store enters a market with an established bridal retail base but brings with it a fresh approach. Teaming House of Brides tradition with forward thinking, House of Brides, Aurora strives to provide a tailored shopping experience for their customers.

House of Brides was attracted to Aurora primarily due to the consistent growth of its female demographic in the area. The city of Aurora experienced a boom in population in the mid-1990s with a residential and retail increase. The city's native consumer base backed with a strong retail foundation led House of Brides to focus on Aurora early in the planning stages of its fifth store.

House of Brides stores follow a standard of excellence in service, selection, and prices. These fundamentals have been in place for nearly 80 years of business. The Aurora store opened with these standards strongly ingrained in their operation.

House of Brides, Aurora is a full-service bridal store. House of Brides' full-service bridal stores are unique in that a customer doesn't simply "shop" but instead, receives a service-oriented shopping experience. A personal sales consultant guides every customer from her first visit to her last. The sales consultants are well versed in the bridal industry from the fashion to manufacturing aspects. The store also staffs an alterations department with expert seamstresses professionally trained in bridal wear and special event apparel. The supporting staff is trained to assist in the store's daily procedures with an emphasis on efficiency and attention to detail. The goal of House of Brides' full-service stores is to create a seamless shopping experience for customers.

House of Brides, Aurora carries a vast selection of bridal wear and special event apparel. The bridal wear collections include Couture, designer, and exclusive wedding dresses from designers around the world. The store also houses increasingly popular quick-delivery and off-the-rack wedding dresses. Additional collections include bridesmaid dresses, mother-of-the-wedding dresses, special occasion dresses, flowergirl dresses, Quinceańera dresses, prom dresses, headpieces and veils, shoes, and accessories.

Following House of Brides practice, the Aurora store guarantees collections are competitively priced.

While continuing House of Brides traditional standards, House of Brides, Aurora has also stepped apart with a new look and sales strategy. House of Brides, Aurora is a contemporary store with a neutral décor. The design scheme was not only for aesthetics, but to showcase the collections of wedding dresses, bridesmaid dresses, mother-of-the-wedding dresses, special occasion dresses, flowergirl dresses, Quinceańera dresses, prom dresses, headpieces and veils, shoes, and accessories. The dresses are the focus, unchallenged by a busy backdrop.    

House of Brides, Aurora has adopted a new sales strategy. Normally, bridal retailers purchase their inventory of wedding dresses bi-annually at bridal markets and in accordance to a season's trend. The Aurora store, however, buys additional bridal wear throughout the year in direct response to customer demand. For example, if the store receives a substantial interest in plus size wedding dresses, the buyers place an immediate order to meet the store's specific need. The result is a customized inventory for brides created by customer demand as opposed to seasonal trends.

Popular requests received at House of Brides, Aurora include plus size wedding dresses, Destination wedding dresses, quick-delivery wedding dresses, and off-the-rack wedding dresses.    

House of Brides, Aurora is open 7 days a week. House of Brides, Aurora is located at 4460 East New York Street in the Yorkshire Plaza. Visit for store hours and directions.

For additional information, please contact House of Brides or visit

About House of Brides:
House of Brides established its first brick-and-mortar store in 1929 and since grown to 6 Chicagoland stores and international E-Commerce website,

House of Brides
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