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Amsale, New York’s bridal label, showcased its latest wedding dress collection during New York Bridal Fashion Week in October 2023. Following this, the brand discreetly unveiled its retail expansion plans, with a new location at 150 Wooster, SoHo, after moving from its established flagship on Madison Avenue, which originated in 1996.
In an interview, Amsale foresees retail sales hitting US $ 30 million next year, with a notable surge of approximately 30 percent in non-bridal sales over the last two years. This strategic shift from Madison Avenue to SoHo signifies the brand’s growth, both in the bridal domain and across non-bridal outlets, according to insights shared by Brown, a representative of Amsale.
Brown emphasised the selection of SoHo, stating its alignment with the brand’s aesthetic and its resonance with the target customer base. The move was prompted by the belief that the customer demographic had shifted from Madison Avenue to SoHo. The location, discovered in April this year, was swiftly recognised as an ideal fit for their vision.
Despite the eagerness of customers to return to physical stores post-pandemic, Amsale attributes some of its growth during this period to the reintegration of its “Little White Dress” bridal collection, priced between US $ 396 and US $ 895, alongside the extension of its non-bridal evening and cocktail collections. Collaborations with retail giants like Saks Fifth Avenue, Nordstrom, and Bloomingdale’s, coupled with the accessibility of custom color combinations and styles at trunk shows across the U.S., have also contributed to this expansion.
Looking ahead, Amsale plans to strengthen its collaboration with retailers through a specialised “partner program,” granting nationwide access to the brand’s online inventory platform for its affiliated retailers.
