Does David’s Bridal Have Irreconcilable Differences With Consumers?

David’s Bridal survived one bankruptcy. It’s not clear that it will be able to do so again.

The retailer, on Monday, filed for Chapter 11 bankruptcy protection. It previously went bankrupt in 2018.

David’s bankruptcy didn’t come as a surprise on the heels of reporting last week that the chain planned to lay off 9,236 workers across the U.S. The retailer employs somewhere between 10,000 and 11,000 people, according to reports.

The chain said it plans to keep its nearly 280 stores, website and Pearl by David’s wedding planning and vendor platform open for business and that it would fulfill “all customer orders without disruption or delay.” It also said it would honor all gift cards, returns and exchanges while sorting through bankruptcy.

David’s best bet for survival appears to be an outright sale of the company, which it said it began exploring before its Chapter 11 filing.

The retailer took a hit during the novel coronavirus pandemic as weddings were delayed due to restrictions placed on large gatherings to protect against the spread of COVID-19. Weddings picked up in 2021 and 2022 but remained below pre-pandemic levels. Demand for large formal gatherings has also ebbed post-pandemic with many couples opting for more intimate and casual affairs.

James Marcum, chief executive officer of David’s Bridal, said the retailer has made progress in transforming its business and can succeed with the proper resources.

“We have successfully modernized our marketing and customer interaction processes and driven our retail service levels to best in class,” he said.

Shopping for a wedding dress is a celebrated and often stressful experience chronicled sometimes even chronicled on reality TV. David’s has been criticized for failing to differentiate itself from competitors who offer superior in-store and online shopping experiences and services.

“We are determined to stay focused on our future, because we believe we have an important role in ensuring that every bride, no matter her budget, can have her perfect dress,” said Mr. Marcum.