The U.S. bridal retail industry is contracting as online sellers capture larger shares of the wedding apparel market. IBISWorld data shows the bridal stores sector generated $2.8 billion in 2025, declining at a compound annual growth rate of 0.1% since 2020. David's Bridal, the largest American bridal retailer, filed for Chapter 11 bankruptcy in April 2023 for the second time in five years, citing $257 million in debt and laying off more than 9,000 employees.
The shift has reached children's formal wear. Flower girl dresses, once purchased almost exclusively at bridal boutiques, now appear prominently on Shein and Amazon at prices starting under $20. Shane McMurray, chief executive of market research firm the Wedding Report, says the wedding dress sector itself remains stable but notes that accessories and secondary purchases face more competition. "The majority of people spend money on the dress," McMurray says. "It's the healthiest part of the business."
The majority of people spend money on the dress. It's the healthiest part of the business.
Shane McMurray, CEO of the Wedding Report
Independent boutique owners report different experiences. Anna Walsh, who operates bridal boutiques under the names a&bé and Anna Bé in several states, says business has remained strong. Service has become more important as consumers emerged from the pandemic, Walsh notes. Customers value trying on dresses in a welcoming environment where they feel they can "hang with their girlfriends."
Global Production Centers
China accounts for approximately 90% of global bridal gown production, according to the National Bridal Retailers Association. The Huqiu district in Suzhou, Jiangsu province, produces roughly 90% of wedding dresses exported from China. Zhili town in Huzhou, Zhejiang province, houses more than 14,000 children's wear companies, with annual output exceeding 1.45 billion sets of children's clothing in 2020, generating about $10 billion in sales.
$2.8B
U.S. Bridal Sector 2025
90%
China's Global Production
$82.4B
Global Market 2024
47.9%
Gowns Revenue Share
David's Bridal CEO James Marcum cited multiple factors in the 2023 bankruptcy filing: uncertain post-pandemic economic conditions, elevated interest rates, and changing consumer preferences. "An increasing number of brides are opting for less traditional wedding attire, including thrift wedding dresses," the company stated in court documents. Couples are increasingly wearing less formal clothing at their weddings, Marcum said.
The global wedding wear market was valued at $82.42 billion in 2024 and is projected to reach $109.93 billion by 2030, according to Grand View Research. Gowns dominated the market with 47.9% revenue share in 2024. The Asia Pacific region held 27% of global market share, driven by rising disposable incomes in China, India, and Japan.
Online platforms have expanded options for budget-conscious buyers. Kleinfeld Bridal, known for its role in the television program "Say Yes to the Dress," launched KleinfeldAgain.com in June 2024, an online marketplace for pre-owned wedding dresses. The initiative reflects what the company describes as increasing consumer interest in circular fashion.
Sucharita Kodali, a retail analyst at Forrester, says the pandemic lockdowns eventually produced a wedding boom, but this has not translated into success for all retailers. "They've been struggling for years and had been in different forms of bankruptcy," Kodali says of David's Bridal. When interest rates rise and a company carries substantial debt, she adds, "that's probably the biggest issue."
Changing Preferences
Some industry observers question whether the traditional bridal boutique model can survive without significant changes.
In-Store Experience
Skyy McGuirk, who manages Ellie's Bridal Boutique in Alexandria, Virginia, says she has not noticed a slowdown in sales at her shop.
Physical Advantage
The experience of visiting a physical store, McGuirk suggests, cannot be replicated online.
CION Investment Corporation acquired David's Bridal in July 2023 after investing $20 million. The chain now operates 195 stores with 7,000 employees, down from 298 stores before the bankruptcy. The company has dressed 70 million brides over its 73-year history and claims that approximately 25% of brides in the United States wear one of its gowns at their wedding.