Here Come the Brides

At long last, Costco has entered the wedding biz in a big way. Not only do they sell wedding dresses – and we’re talking designer creations from Vera Wang, no less – I’m guessing interested parties will be leaving with plenty of reception supplies in bulk.

Below is an excerpt from a recent Boston Herald story by Jill Radsken. Be advised that we’re planning a long-overdue return trip to our local Costco – just in time to snag free treats being rolled out in time for Easter. Complimentary ham, anyone?

Please come back often. We’ve been away far too long taking care of day jobs, but we’ll be posting here much more frequently. Stay tuned for amazing recipes and reviews.

According to the Costco Web site, brides can get that one-on-one attention. Though the launch of the Kirstie Kelly Signature dresses ($700 to $1,400) started exclusively in California and New Mexico, the company promises brides 30-minute on-site fittings.

As an unexpected wedding retailer, Costco is just the latest player in the competitive industry. After years atop the high-end bridal dress tier, designer Vera Wang recently launched a more affordable line (starting at $600) at David’s Bridal.

“The addition of White by Vera Wang establishes our leadership not only in exquisite gowns as a value, but true designer gowns,” said company vice president Brian Beitler. “This expands our opportunities with customers who may not have considered David’s Bridal.”

Take Ellie Scuccimarra — the recently engaged 30-year-old said she’s always loved Vera Wang dresses, but “couldn’t justify spending that much.”

The Quincy resident, who will wed in June 2012, said she doesn’t “need the tea and crumpet service,” and tried to get a deal at Filene’s Basement’s recent Running of the Brides. But she came up short, and ended up finding her dream dress, a Tara Keely by Lazaro, at Allegria in Belmont.

“My fiance almost fainted when I told him how much I’d spent,” she said. “But I decided if I fell in love with a dress, I’d do it.”

Rachel Leonard, fashion director for Brides magazine, said “those who can afford to are not afraid to spend the money,” but many brides want to explore every affordable option. She pointed to two other new lines, BHLDN (bhldn.com) from Anthropologie and Shopbop.com’s new wedding collection, as evidence that the market is expanding to appeal to women who aren’t “emotionally attached to the whole experience of purchasing of a gown.”

“I personally would want an experience of someone helping me with my dress,” Leonard said. “It’s a big deal, no matter how much you’re going to spend, or how big or small your dress budget is.
“It’s a moment,” she added.

For the full story: