In 2018, a year before Marcum became CEO, David’s acquired online gift registry Blueprint Registry. Forever Bride and other acquisitionsĭavid’s Bridal, under Marcum, has moved agressively both to develop its own tech and to acquire digital and tech-foward wedding startups, particularly ones created by female founders.Įarlier this month it announced the acquisition of online wedding resource Forever Bride, in a deal that will bring Forever Bride’s co-founder and CEO on to the David’s team. The popularity of the Dress Builder quiz also can give David’s access to brides-to-be early in their journey to a wedding dress. “That techology can be applied to David’s inventory as well,” she said, giving brides the ability to search for a David’s dress similar to their dream design. Dress Builder also can store a bride’s wishlist of the features she wants in her dress, produce a custom sketch and offer photos of brides in similar dresses. Voorhees Means said the Dress Builder technology Anomalie created could be used by David’s to help brides narrow down choices, do research, and get inspiration. Voorhees Means will report to Kelly Cook, chief marketing and IT officer at David’s Bridal. “One in three brides walk down the aisle in a wedding dress from David’s Bridal, and over 90% of brides touch David’s Bridal at some point along their journey,” she said.īut what impressed her more, she said, is “how much David’s combines that scale with the recognition of the individualism of each bride, which was so important to me at Anomalie.” Voorhees Means said the scale and reach of David’s Bridal is impressive. The Anomalie tech innovations included a DressBuilder Quiz that asks brides questions about their preferences, offers them a dashboard of photo images they can click on, and can shift through 4 billion possible permutations to create a sketch of their dream dress. Voorhees Mean, who gained supply chain and manufacturing expertise while working in China for Nike NKE NKE NKE and Apple AAPL AAPL AAPL, sourced a custom dress for herself from a Chinese workshop, and then created a way for other brides to do the same thing, online. Voorhees Means and her husband Calley Means founded Anomalie in 2016 after Voorhees Means became frustrated while shopping for her own wedding dress. Leslie Voorhees Means, co-founder and CEO of Anomalie. it’s clear that there is one company bringing innovative solutions and an inclusive mindset to every step of the bride’s journey, and that’s David’s Bridal,” Voorhees Means said. “After immersing myself in all areas of the wedding industry for over five years. Voorhees Means said she decided to join David’s because she believes the company “shares Anomalie’s mission of providing a personalized experience for every bride.” The acquisition also taps into something both companies have seen to be true - that while today’s brides love to research wedding dresses online, and love designing virtual dresses, when it comes to buying a dress most still prefer to use a physical store. We think these assets, integrated with our platforms, will help leapfrog us further,” Marcum said. “There’s so much to how a bride goes in and starts thinking about the dress of her dreams. While David’s is not going to sell customized dresses the way Anomalie did, the Anomalie tech assets can be used by David’s to help brides find their perfect dress, he said.
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