The site, now in pre-launch, will sell gowns, costume jewelry, bags, head wear, and shoes from top-tier labels including Oscar de la Renta, Elizabeth Fillmore, and Alberta Ferretti. (These and other design names are featured prominently on the "coming soon" splash page.)
Reportedly, many participating designers have signed 18-month e-commerce exclusivity agreements.
David Yassky, Shara Levy, Deborah Moses and Mark Ingram are the industry vets behind the site. (Yassky is a stylist and former WWD bridal editor; Levy is a former corporate lawyer; Moses helmed Elegant Bride and staffed for Vera Wang, Reem Acra, and others; Ingram owns an eponymous eastside bridal atelier.)
Most merchandise will be past-season (allowing for average discounts of 50 percent and average price points around $5,900), but full-priced items (for example $695 Notte by Marchesa dresses) and exclusive accessories by the likes of textile historian Patt Kerr and Angel Sanchez will round out the offerings. Dress sizes will run from two to twelve.