David's Bridal plans to open its first outpost outside North America in October with the opening of a store at Westfield Stratford City, London. The 10,000 square foot store will be a novelty really because London is known for small, appointment only boutiques, department stores or mass-market high-street shops.
"The bells will be ringing at Westfield - and in Westminster," said Brian Beitler, the retailer's chief marketing officer during an interview at the Langham Hotel. Beitler was referring to the David's tradition of asking brides-to-be to ring a bell and make a wish once they've selected their dress. "This is the best store we've built - truly a flagship," Beitler said. "Our aim is to give brides the experience they deserve - with no compromises." Caroline Flagler, senior vice president of strategic initiatives, said the store would have a "relaxed, celebratory feel, where women will be encouraged to bring their mothers and friends." Many of the smaller bridal shops in London discourage groups of women attending appointmens and put limites on how many dresses the customer can try on. David's will be a whole different experience.