David’s Bridal Files For Bankruptcy: What Does It Mean For WI Brides?

WISCONSIN — On Monday, David's Bridal announced it has filed for Chapter 11 bankruptcy protection. Brides-to-be won't have to scramble around to find a new gown, though, as the chain said its stores will remain open.

The news comes after the company announced Friday that it was laying off just over 9,000 workers.

The chain operates six Wisconsin stores at these locations:

• Appleton Fox River Plaza.
• Brookfield Fashion Center.
• Eau Claire White Oak Commons.
• Green Bay Shoppes at the Village.
• Greenfield 84 South Shopping Center.
• Madison Prairie Town Center.

The Conshohocken, Pennsylvania-based company said Monday it had filed voluntary petitions for bankruptcy in U.S. Bankruptcy Court for the District of New Jersey, and will seek similar protection in Canada and the United Kingdom.

In a news release, David’s Bridal said both brick-and-mortar stores and online sales, including through its Pearl platform and vendor marketplace, will remain accessible to brides for their wedding planning needs.

Members of Diamond, the company’s loyalty program, can continue to earn and redeem points. Also, the company said it intends to honor gift cards, returns and exchanges.

The petition includes the usual “first day” relief, including authorization from the court to pay its workers, maintain certain customer programs and honor obligations to critical vendors. David’s Bridal will continue to seek buyers, the company said.

David’s Bridal CEO James Marcum said the company “continues to be challenged by the post-COVID environment and uncertain economic conditions, leading us to take this step to identify a buyer who can continue to operate our business going forward.”