Photo courtesy of David’s Bridal
April 1, 2025
Will a David’s Bridal Collab With Perry Ellis and Cubavera Be Successful?
For the first time in its history, David’s Bridal will be introducing menswear into its selection of product offerings, partnering with established men’s fashion label Perry Ellis and its subset, Cubavera, in doing so.
“David’s Bridal has long been a haven for brides and all women alike for special occasions, and with this expansion, it’s bringing the same expertise, style, and convenience to men, making it a one-stop destination for all,” said Elina Vilk, chief business officer at David’s Bridal, via a Mar. 31 press release.
“From prom and homecoming to grooms and groomsmen, and even honeymoon looks, we’re providing stylish, high-quality options for every milestone. Whether it’s a black-tie affair or a destination wedding, this collection has everything you need to ensure he looks and feels his best,” Vilk added.
Accessories for men will be hitting store shelves immediately, with suits slated to be introduced in stores through April and beyond. Orders can be placed online as well as at brick-and-mortar David’s Bridal locations, with more inventory rolling out to physical stores throughout the year. David’s promised that the variety of inventory — from dress shoes to bow ties, and from dress shirts to suits — would also be increasing in scope with the passing of each season.
“At Perry Ellis, we believe style should be effortless, versatile, and accessible for every special occasion. Partnering with David’s Bridal allows us to bring our legacy of quality craftsmanship and modern design to a new audience,” said Oscar Feldenkreis, CEO and president of Perry Ellis International Inc.
“Together, we’re ensuring that men can look just as polished and confident as their partners for all special occasions,” he added.
As for the inclusion of Cubavera, this partnership seemingly aims those looking for a beach wedding theme — or those headed to a tropical locale for a destination wedding. Bold floral prints, short sleeves, and slim fits appear to be the hallmark of the Cubavera aesthetic, with palm prints and linen pants being advertised prominently on the brand’s website.
David’s indicated that it has set a goal of stocking at least 200 items from Perry Ellis and Cubavera as the relationship between the businesses matures.
Discussion Questions
Will David’s Bridal see success as it moves into the menswear space? What headwinds are most apparent?
Was Perry Ellis, and by extension Cubavera, a wise choice of partner for David’s? What other labels would fit the bridal retailer’s business model and target demographic?
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David’s has already expanded beyond just wedding dresses and bridal wear. This pivots it from the $4 billion wedding dress market to the $644 billion wedding industry market. It is basically becoming a marketplace for all things ‘wedding’. Menswear might seem like a stretch, but many grooms seek convenience and are also guided by their brides, so that is the first link that will allow the company to make headway into the market.
“Success” is so vaguely defined here, I don’t see how the answer can’t be “yes”; of course there’s “yes” and then there’s “YES!!!” I would aim for the former before I reposition the business, but I don’t see a whole lot of downside risk here….I mean it’s not like they’re betting the business on Bitcoin.
Wow! Is someone getting into the business of Bitcoin? Surely no retailer would do that. Would they?
Will David’s Bridal’s collab with Perry Ellis and Cubavera be successful? A better question is why did it take so long? Making it easy to plan who’s wearing what on both sides of the aisle in one place makes perfect sense.
Due to the brand’s existing association with bridal wear, it may be difficult for it to establish credibility in menswear. In addition, entering a highly competitive menswear market requires different approaches to design, marketing, and customer engagement. Finally, David’s Bridal must adapt its supply chain and distribution strategies in order to meet the demands of men’s fashion.
Here is the reality though, wedding menswear is different. Most of the time the bride has strong input to what the groom wears anyway, so a one stop shop in this case makes sense. Bride picks the dress and then the groom gets coordinated 🙂
David’s Bridal has the opportunity to be a one-stop shop for all things related to weddings. The current wedding ecosystem is complicated and disjointed (I’ve seen it up close) and their potential for growth is immense.
Target taught everybody a reeeaaallllllyyy powerful lesson on brand/designer collaborations, and they taught everybody that lesson a long time ago. So this seems like a reeeaaallllllyyy smart thing to do. I’d be curious who asked who out on this date. Did David’s Bridal seek out the brands or did the brands come knocking in search of new market opportunities…???
Sorry, who? Didn’t they close most of their stores? Can’t move units without doors, especially when design, fit, and alterations require in-person try-ons. Lots of options out there, especially in the markets that David’s abandoned.
Smart move by David’s Bridal. Partnering with established names like Perry Ellis and Cubavera gives them instant credibility in menswear. If they execute well, this could be a big win.