David’s Bridal expands into Indian bridal and occasion wear segment with Kynah
US bridal wear business David’s Bridal has expanded into the Indian bridal and occasion wear category as part of a new growth-focused partnership with desi womenswear business Kynah.
Expanding its horizons beyond traditional American bridal wear, David’s Bridal has debuted a curated selection of 25 couture-inspired desi looks with Kynah, which are now available across the US via a dedicated digital gallery. “The move reflects how bridal retail is evolving to better serve culturally specific demand, occasion dressing, and consumers looking for accessible luxury across the full wedding journey,” announced the business in a press release.
The Indian bridal offering features embroidered lehengas, gowns, and wedding-ready ensembles, priced from $500. David’s Bridal’s e-commerce store features a banner which reads “Kynah now at David’s” where shoppers can click to browse the vibrant selection of traditional and fusion style looks. David’s Bridal has recently updated its strategy and is pursuing an asset light retail approach. The business also recently launched a wholesale division which features capsule collections from labels in its designer portfolio such as Oleg Cassini, Vera Wang Bride, and Viola Chan Couture, Retail Wire reported.
Entrepreneur Aisha Rawji launched Kynah in 2017 and the business counts offices in California and New Delhi. The occasion- and bridal wear business runs an atelier in Santa Monica and offers a wide selection of customised ensembles with the aim of reducing overproduction while also housing a selection of ready-to-ship outfits and accessories, according to Forbes
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