David’s Bridal, a major player in the U.S. bridal market, has appointed Kelly Cook as its new CEO. Cook, who will be only the second woman to lead the company in its 75-year history, aims to transform David’s into a media company and expand its online marketplace. The company currently serves 90% of the bridal market but only sells about a third of all wedding dresses in the U.S. Cook’s strategy includes leveraging content to attract customers and drive advertising revenue through the newly launched Pearl Media Network. On the retail side, David’s plans to diversify its product offerings, including men’s suits, rentals, and party dresses, using a drop ship marketplace model. This shift aims to reduce the company’s reliance on physical stores and inventory, which previously led to two bankruptcies. David’s has attracted new investors and is transitioning to an asset-lite model, with a goal to balance its manufacturing between in-house and outside vendors at a 50/50 split.
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