Weddington Way Opens First Area Store In Natick

NATICK, MA—For the first time, a major bridesmaid e-commerce brand will open up a brick and mortar store in the Boston area, and it's in Natick.

The boutique opens inside the Banana Republic in the Natick Mall on Wednesday, Feb. 21. The boutique is similar to the online offerings with a pared down collection of designs specifically created for Weddington Way, with costs around $150 per dress.

"Given the high-level of engagement of Boston-based brides and bridal parties on Weddington Way’s virtual shopping platform, the city was a natural choice for the brand’s first shop opening of 2018," said a spokesperson in a statement.

The company is known for community-centric shopping experience that lets friends shop together online in a virtual showroom. Now, they're offering physical shops. At the new Houston shop, for instance, guests can try on dresses, explore color swatches and get personalized help with sizing and styling from an expert stylist.

The San Francisco-based fashion brand was founded in 2012 and joined Gap Inc. in 2016.

"As our exclusive collections have grown, we've realized that in order for us to stand behind our product 100 percent, we need to control the entire supply chain on all of our dresses," Wedding said of its philosophy, found on its website. "So that's what we've done. We hand selected every fabric, color, and thread. We obsess about every detail of every dress that leaves our factory and lands in your home

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