Anthropologie launched its bridal line on Valentine’s Day in 2011 and has been tying the knot ever since. On its website last year, Anthropologie’s weddings category saw over 75 million product views (a double-digit increase over the previous year), and on-site wedding search traffic also increased by double digits. As the definition of what constitutes “bridal fashion” exponentially expands, so has Anthropologie’s offerings.

“The Gen Z bride in particular is making sure she's documenting every single phase, from the engagement photo all the way through planning the wedding and attending her appointments, and she wants a different outfit to wear for all of it,” said Holly Thrasher, chief merchandising officer, womens, Anthropologie, in a Retail Rx podcast with Ian Fredericks, CEO, Hilco Global Capital Solutions and executive director of Hilco Global’s retail and consumer platform.

Today, Anthropologie Weddings offers an omnichannel experience with personalized styling services both in-store and online, fashion for all wedding guests plus accessories, décor and gifts.

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Anthropologie on the Growing Business of Brides