Golley Slater nets bridalwear brief

David’s Bridal, the US-based company which specialises in bridal, formalwear and clothes for special occasions, has appointed Golley Slater London to spearhead its UK launch.
The agency will handle digital strategy and web design; on and off line advertising; point of sale and the CRM strategy, with Golley Slater London’s media business handling the on and off line media to support the launch and on-going activity. Halpern has been appointed to handle PR.
David’s Bridal claims one in three US brides walk down the aisle in a gown from its shops, and the billion dollar-valued retailer has over 300 stores in the US and Canada.
It is now embarking on an ambitious strategy to bring its approach to bridal retail to the UK, offering exclusive ranges from the likes of Vera Wang, Melissa Sweet, Oleg Cassini and Galina Signature.
The company, which opened its doors in Fort Lauderdale, Florida in 1950, is opening its first UK store at Westfield Stratford City this autumn, with additional locations throughout the UK planned in the future.
David’s Bridal executive vice-president and chief marketing officer Brian Beitler said: “We really engaged with the complete multi-channel solution that Golley Slater offered us. They understood how we had differentiated ourselves in the US marketplace and demonstrated that they are ideally placed to support us as we move our brand into the UK. They also showed strong understanding of the retail space, both on and off line and offered us an integrated media solution. We are looking forward to working together.”
The company, however, is entering a tough market. According to research from Key Note, the value of the UK bridalwear retail market is expected to decline by 19.7% – from £120.7m in 2005 to £96.9m in 2014.