David Jones has launched the first bridal salon in an Australian department store, with the aim of increasing sales and offering a unique customer experience in the difficult economic climate.
Collette Dinnigan, Lanvin, Alex Perry, Christian Louboutin and Akira Isogawa are among the local and international designers whose bridal offerings will be stocked in Bridal on Seven in Sydney, which will feature oversize fitting rooms with a seamstress and champagne and refreshments on hand to help soothe nerves ahead of impending nuptials.
The level seven floor will also cater to other wedding needs including flowers, make-up, accessories, shoes, honeymoon wardrobes and outfits for bridesmaids and grooms, in partnership with the David Jones personal shopping service.
''We saw a gap in the Australian market that was not being catered to,'' said the David Jones chief executive, Paul Zahra. ''This is the first time that an Australian department store will have a dedicated bridal suite.''
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