Allure Bridals
Allure Bridals is an American wedding dress label that grew out of a Tennessee fabric store in the early 2000s. It designs bridal gowns and formalwear sold wholesale through bridal salons.
| Origin | Tennessee, United States |
|---|---|
| Chief executive | Kelly Crum |
| Positioning | Affordable couture |
| Channel | Wholesale to bridal salons |
| Website | allurebridals.com |
What is Allure Bridals?
Allure Bridals is a wholesale bridal fashion company from the United States. Its wedding gown collection grew out of a fabric store in Tennessee owned by the mother of chief executive Kelly Crum, who had set out with a vision of opening a bridal salon.
History
The wholesale bridal collection took shape around 2000 and Allure Bridals was established shortly afterwards. The business has been recognised with regional business awards in the Mid-South.
Products and positioning
Allure Bridals markets its gowns as affordable couture, combining detailed design with a price point aimed at a broad bridal audience. The Allure Bridals brand family includes several bridal and formalwear collections, with gowns identified by style numbers.
Distribution
The label sells through bridal retailers rather than directly, and brides book appointments at stockists to try the gowns. It is carried by major bridal salons such as Kleinfeld in New York and is presented at international events including Barcelona Bridal Fashion Week.
Why it matters
Allure Bridals illustrates the wholesale model that still dominates the bridal market, where brands rely on specialist salons for fittings and alterations.
Frequently asked questions
Where is Allure Bridals from?
Allure Bridals is an American label whose bridal collection grew out of a family fabric store in Tennessee.
Where can I buy Allure Bridals dresses?
Allure Bridals gowns are sold through bridal salons and stockists, where brides book appointments to try them on.