As Tariffs Make Weddings Costlier, David’s Bridal Tries to Adapt
Posted on: Jun 22, 2025 14:30 IST | Posted by: Nytimes
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Most wedding dresses are made in China, so tariffs are a new worry for brides. At David’s Bridal, the largest seller of gowns in the United States, its chief executive, Kelly Cook, is trying to do something about it.
Jordyn Holman, who still needs a dress for her wedding, reported from King of Prussia, Pa.
Brides have a lot to juggle when planning their weddings. Now, add tariffs to the list.
When President Trump imposed steep tariffs on China and other countries, couples quickly realized that geopolitics could blow up their budgets for the big day. Everything from flowers to linens to catering might get more expensive.
And that includes the wedding gown. About 90 percent of wedding dresses sold in the United States are made in China, according to the National Bridal Retailers Association.
Distressed brides are on TikTok, sharing budgeting advice. As one of the millions of Americans currently planning a wedding — an estimated two million ceremonies are expected to take place this year — I watch at least a dozen of these videos a day.
Kelly Cook is watching, too. In April, she became the chief executive of David’s Bridal, the largest wedding dress retailer in the United States. The company, which says it sells one in three wedding dresses in America, relies heavily on workers in China to produce its gowns, which typically sell for $700 to $800.
Ms. Cook, who was previously president of brand, technology and finance at the company, has recently shifted dress production to countries throughout Southeast Asia. By this summer, none of its dresses will be made in China, down from two-thirds at the end of last year.
But that won’t necessarily spare the company from tariffs, given the global scope of Mr. Trump’s levies. It’s just the latest challenge for David’s Bridal, which tipped into bankruptcy twice in five years, most recently in 2023. The company has nearly 200 stores across the United States and Canada and about 5,000 employees.
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