David’s Bridal reinvents itself as a media company, third-party marketplace

The insight: David’s Bridal is repositioning itself as a media company and online marketplace as it looks to futureproof its business nearly two years after filing for bankruptcy.

• The retailer is investing in content to make its newly launched Pearl Media Network more attractive to brides—and, in turn, to brands and advertisers targeting them.
• It is also adopting an asset-light model that relies on third-party vendors for design, manufacturing, and order fulfillment, enabling it to keep inventory lean even as it expands into categories like menswear and swimwear.

The big picture: David’s Bridal is far from the only retailer to see retail media and online marketplaces as expansion opportunities, given both are expected to deliver outsize growth this year.