Brides turn to local boutiques as largest wedding gown retailer in US files for bankruptcy

BROOKFIELD, Wis. (CBS 58) -- David's Bridal is declaring bankruptcy for a second time in the past five years, according to court documents.

The wedding and prom dress retail chain announced plans to lay off more than 9,000 employees later this year, according to a statement from David's Bridal. 

The company said it intends to keep stores open and fulfill orders without disruption or delay while searching for a new owner.

"We have successfully modernized our marketing and customer interaction processes and driven our retail service levels to best in class," Chief Executive Officer (CEO) James Marcum said. "Nonetheless, our business continues to be challenged by the post-COVID environment and uncertain economic conditions, leading us to take this step to identify a buyer who can continue to operate our business going forward."

As the future of David's Bridal becomes unclear, more brides are turning to smaller shops to find the perfect dress.

"We're getting a lot of people who really want to come in and have a full experience and not just feel like, 'Oh, I'm just another number,'" Sky Fuller said.

Fuller, the lead stylist at Bliss Bridal in Brookfield, said shopping local buys brides a more personable appointment. 

"They do get that one-on-one experience that you wouldn't get with a big box store," Fuller said.

Fuller said local shops carry gowns brides won't find at chain stores. 

"Our setup is a little bit unique here because each bride has her own private suite. So, you don't see another bride standing in dresses next to you, and then we work you through the entire process all the way hopefully to when you're walking down the aisle," Fuller said.

While brides often turn to David's Bridal for its lower prices, Fuller said her shop also carries affordable options. 

"We absolutely also have affordable options. I mean, if you can't afford a special-order gown, we do have gowns that we do at discounted prices where you can walk out the store with a dress that day," Fuller said.