House of Brides Looks to Expand its Online Immediate Delivery Collection

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House of Brides is increasing its Immediate Delivery collection as featured on their global website, The ecommerce site sells bridal and special event apparel and products throughout the world. The retailer recognizes the growing significance of Immediate Delivery to today’s consumer and is looking to add new manufacturers and products to the collection.

House of Brides

House of Brides

Industry Consultant Dale Buziecki states, “A driving factor is the consumer budget. Customers are wary to spend money on large ticket products during the current poor economy and job market.”

House of Brides was established in 1929 and has grown to 10 Chicagoland brick-and-mortar stores. The bridal salons are located in Chicago, Glen Ellyn, Oak Lawn, Aurora, Orland Park and Schaumburg, the World’s Largest Wedding Store. The Occasions & Quinceanera Boutique is located inside the Schaumburg salon and houses special event and Quinceanera gowns and accessories. The Occasions Boutique is in Glen Ellyn and features special event apparel and accessories. Diva Bridal is also in Glen Ellyn and is the first salon in the country exclusively for plus size bridal. The newest store is the Quinceanera Boutique in Glen Ellyn, which offers gowns and Quince related products.

In 2001, House of Brides premiered their website,, at the emergence of bridal ecommerce websites. The bridal retailer's site revolutionized online wedding shopping by offering the largest selection with over 30,000 products at unprecedented prices of 30% to 70% off retail prices. The website also offers no sales tax, excluding Illinois and has free shipping for most orders. Wedding dresses, bridesmaid dresses, special occasion gowns, accessories, jewelry, lingerie, shoes and more are available for purchase online.

The company's website offers an Immediate Delivery collection with bridal and special event apparel, which is sold out of stock and shipped within 7 business days or less from the point of purchase. Much of the online merchandise is special order. Typically, special order merchandise takes 10 – 16 weeks for delivery from the designer to the retailer. Immediate delivery collections are especially attractive because of the short time delivery frame.

The Immediate Delivery collection currently has over 1,000 wedding dresses with hundreds under $400.00. The bridesmaid dress selection is staggering, over 2,000 dresses with most for $150.00 or less. The collection has over 500 special occasion gowns available. All dresses are from leading designers in an array of styles, sizes and colors.

The Immediate Delivery collection is ideal for women who have a short time frame until the event. Overall, consumers have been delaying their purchase of expensive products due to spending constraints and economic woes. Industry Consultant Dale Buziecki states, “A driving factor is the consumer budget. Customers are wary to spend money on large ticket products during the current poor economy and job market.” Short time frames compromise a consumer’s ability to purchase a special order product and thus, limits their overall selection.

The company's Research & Development team is actively looking for manufacturers offering immediate or quick delivery apparel and products. It is imperative for these manufacturers to have deep inventories and proven resale styles. This ensures availability to the consumer and salability for the company. The bridal retailer’s objective is to expand this specialized collection to take advantage of this niche’s growing significance.

The Research & Development team recognized the growing importance of immediate delivery merchandise and felt their primary consumers would benefit from the expansion of quicker delivery.

The bridal retailer's main demographic is single females, ages 22 – 34, with college level education. The demographic also shows a strong online shopping behavior. The company is focusing on ways to reach out to this demographic and establish shopping loyalty by offering more products and services that meet their needs. The team is looking for products beyond wedding and special events. Ready-to-wear apparel, shoes, jewelry, handbags and accessories such as belts are several product categories the company is narrowing their focus on. These products offer a quicker delivery and would be sold out of inventory. House of Brides feels this will increase shopping frequency on their website.

By growing their immediate delivery collections with new designers, manufacturers, products and services, House of Brides strives to reach new customers and maintain their buying loyalty.

For information on being a featured manufacturer on House of Brides, contact Mr. Beah 630.827.0502 or mrb(at)houseofbrides(dot)com.

About House of Brides:
House of Brides established its first brick-and-mortar store in 1929 and has since grown to 10 Chicagoland stores and global E-Commerce website, Millions of Brides and their wedding parties visit our salons and global website for over 30,000 wedding and special event products.


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