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David’s Bridal and The Black Tux Enter Store-in-Store Partnership

Even niche categories need omnichannel collaborators.
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David's Bridal

· less than 3 min read

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We gather here today to witness the union of two wedding brands: David’s Bridal and The Black Tux, in a store-in-store partnership.

The vows: All 285 David’s locations and its website will include Black Tux products. And what’s David’s will also be The Black Tux’s, from alteration services to loyalty points.

The venue: TheBlack Tux wants to be the largest outfitter for bach parties in the US, cofounder Andrew Blackmon said in a statement. But it needs David’s boutiques to get there.

  • “Prior to this partnership, The Black Tux did not have a large in-store footprint,” Maggie Lord, VP and head of strategic partnerships and PR at David’s Bridal, told Retail Brew.
  • “This brings that option to a very wide footprint with a presence in all US David’s Bridal stores.”

The date: It wasn’t delayed like so many minimonies. David’s Bridal CEO Jim Marcum told CNBC that dress demand has remained resilient. By joining forces with The Black Tux, entire wedding parties can shop together when store restrictions are lifted.

Zoom out: Beyond bridal, retailers are taking a Russian doll approach to boost store traffic. Most recently, Apple opened mini stores within select Target locations.

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