Running of the Brides Sale Turns Filene’s Basement Into an Old-fashioned Bazaar

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Hundreds of brides-to-be are expected at the legendary Running of the Brides® sale this Friday at Filene's Basement in Aventura, all looking to snag the wedding gown of their dreams at a bargain price. Within an hour of opening, the bartering begins as teams of brides and helpers trade dresses with each other, carrying signs and shouting sizes--a ritual that turns the entire store into an old-fashioned bazaar.

Hundreds of brides-to-be are expected at the legendary Running of the Brides® sale in South Florida on May 6, all looking to snag the wedding gown of their dreams at a bargain price. At 8:00am the brides and their helpers will burst through the doors of Filene’s Basement in Aventura to wade through over 1300 gowns, sizes 2 to 26. So deep are the discounts, many customers will literally pounce on dresses priced from $249-$699 that might otherwise cost as much as $9,000. This year, Filene’s Basement is partnering with Slim-Fast® to help brides get the perfect fit in the perfect dress for the big day.

“We know looking for the perfect dress at a great price is a primary concern for many brides,” said Joel Feigenbaum, president and COO of Filene’s Basement and its parent company SYMS Clothing. “But we also know brides want to look their best on their big day and Slim-Fast® can help. Filene’s Basement and Slim-Fast® are a good match – we both want to help brides look picture perfect on their wedding day.”

The racks are stripped bare in less than 90 seconds as the brides and their teammates grab the first dresses they reach. Then it’s time for the women to strip down to leotards, sports bras or even underwear to try on gowns right there on the sales floor.

If it doesn’t quite fit or if it needs a little pressing, the experts from DryEco in Sunny Isles will be there to work their magic, and the bride can still come out way ahead. But what happens if a petite bride snagged a size 14 dress in pink chiffon when she really wanted a size 4 in white satin? That’s when the real fun begins, as the women start bartering to find the right designer or size. It’s a ritual that turns Filene’s Basement into an old-fashioned bazaar.

For brides who don’t like crowds there are plenty of great deals to be found later in the day when things calm down. Whether you get there at 8:00am for the ‘rush to the racks’ or plan to arrive later, bring a camera—veterans of this sale agree, it’s an experience worth preserving.

The Running of the Brides® sale takes place Friday, May 6, 2011 at Filene’s Basement, 17651 Biscayne Boulevard, Aventura, FL 33160. Hours are 8:00am to 9:00pm. Checks, credit cards and cash are accepted. All sales are final. For more information call 305-936-2497 or visit http://www.filenesbasement.com/running-of-the-brides.

About Filene’s Basement Filene’s Basement is a 100-year-old off-price retailer carrying a broad assortment of designer and brand-name fashion apparel for men, women and children, as well as accessories, home textiles, fragrances, fine jewelry and luggage. The original store, opened in 1909 in downtown Boston, became a world-renown retail icon. The company currently operates 22 Filene’s Basement stores and five co-branded Filene’s Basement-SYMS Clothing stores in metropolitan areas throughout the northeast, southeast and Midwestern United States, Basement-SYMS Clothing stores is a division of SYMS Corporation, headquartered in Secaucus, NJ. For more information on Filene’s Basement visit http://www.Filenesbasement.com or http://www.syms.com

About Slim•Fast Foods Company Slim•Fast ®,a business unit of Unilever, offers a complete line of delicious meal replacement shakes and bars and portion-controlled snack bars, along with meal planning and exercise advice for successful weight management. The Slim•Fast® product line includes an affordable range of Shakes, Powders, Meal Bars and Snack Bars that are available in retail outlets nationwide. Visit the new slimfast.com or call 1 800 SLIMFAST for more information.

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Patricia Boudrot
Filene's Basement
(617) 348-7673
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