David’s Bridal Names New CEO and Unveils AI-Driven Business Transformation

Kelly Cook will take over as CEO on April 1, introducing a strategy to expand offerings and integrate AI-powered tools into wedding planning and retail operations.

• Kelly Cook, currently president of brand, technology, and finance, will succeed Jim Marcum as CEO of David’s Bridal on April 1, with Marcum transitioning to executive chairman.
• The company is adopting an 'asset-light, AI-powered' model, reducing in-house manufacturing from 90-95% to a 50/50 split with external vendors to streamline operations.
• David’s Bridal aims to expand its product lineup beyond wedding dresses to include menswear, swimwear, luxury items, and accessories through a drop-ship marketplace model.
• An AI-powered wedding planning tool and marketplace are being developed to enhance personalized customer experiences and vendor matchmaking, with more details expected in Q2 2025.
• The company is leveraging its Pearl Media Network and Love Stories TV acquisitions to generate advertising revenue and position itself as a bridal media and retail platform.

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