Kleinfeld Bridal, the iconic 83-year-old bridal retailer, has officially launched its e-commerce platform and ventured into resale with the debut of KleinfeldAgain.com. The digital facelift aims to tap into the growing demand for online shopping by rolling out this new online consignment shop, Kleinfeld Bridal. This shop enables both future and former brides to shop or sell pre-worn wedding gowns, resonating with the rising trend of sustainability in fashion.
Established in 1941 in Brooklyn by the Kleinfeld family and Hedda Kleinfeld Schachter, the brand initially sold fur and special occasion dresses. Since then, it has evolved into a veritable powerhouse in the bridal industry, especially through its popular TLC reality series, "Say Yes to the Dress." The series, which has aired new episodes since 2007, significantly boosted Kleinfeld Bridal’s global reach, making it a household name. This is complemented by its formidable online presence, boasting 1.5 million followers on Instagram and 520,000 on TikTok.
KleinfeldAgain.com is designed to be a luxurious yet accessible platform. Before gowns reach buyers, they undergo a stringent verification process by Kleinfeld's team of full-time authenticators to certify their condition and ensure they meet advertised standards. This practice aligns with the luxury industry’s standard of authenticity and trust, much like high-end watches or designer sneakers.
According to Ronnie Rothstein, CEO of Kleinfeld Bridal, the platform has already seen orders shipped internationally even before its official announcement. Rothstein also highlighted that Kleinfeld Bridal experimented with gown rentals in the past but found resale to be a more viable option due to the frequent need for alterations. Reflecting this, the platform charges a modest listing fee but no commission, making it an attractive option for sellers.
Kleinfeld Again currently features 135 styles, including high-end gowns at a fraction of their original prices. For instance, a $17,500 Beauty Mark dress is listed for $9,148, showcasing the potential savings for brides seeking luxury within budget constraints. This initiative also opens doors to dresses not originally purchased at Kleinfeld, diversifying offerings and attracting a broader clientele.
The platform is user-friendly, leveraging Shopify for its backend and offering seamless listing options for sellers. Sellers can enhance their listing’s visibility through promotional placements and provide detailed measurements to accommodate alterations.
