David's Promises 'Complete Modernization' At New Naperville Store

NAPERVILLE, IL — Though David's Bridal only moved less than a mile from its previous location in Aurora, the company is promising a "complete modernization" with its new Naperville shop.

The store, which opened on Thursday, is located in Naper West Plaza (530 Illinois Route 59). It represents a "huge change" for David's, said Craig Nichols, the company's vice president of process and profit improvement.

Naperville area brides-to-be can "try on" dresses virtually and get a 3D look at them online, Nichols said. They can then save their favorites and try them on in-person at the store.

David's will also offer completely virtual consultations to anyone foregoing in-person shopping due to the coronavirus pandemic, and Nichols said the store will be stocked with apparel for all special occasions – not just weddings.

The company decided to move from its Aurora location, which opened in 2000, so it could be based in an existing plaza that's easier to access and reports higher foot traffic, Nichols said.

"We’re always assessing our real estate in every market and looking to see if we’re in the right location." Nichols said, saying it's "easier to build something new from scratch" than make changes to an existing location.

"We’re a company that’s 70 years old, but in that time we opened a lot of new stores and we’ve always moved around where the market made sense for us to open stores and where the market made sense for us to move stores," Nichols said. "We always want to be where we're most accessible to our customers."