Two new bridal shops open near Dayton Mall

Seven years later, Wells says his online store, www.RomanticGowns.com, brings in $7 million in sales annually.

“We spend $1 million a year on Google advertising,” he said, noting that the Centerville-born business provides wares for 30,000 weddings a year.

Last week, Wells opened Bridal-N-Tux, his bridal business’ first brick-and-mortar store.

The stylized salon in the 23,000-square-foot Washington Park Plaza building that once held Steve & Barry’s, sells bridal and formal merchandise.

Wells said the store will open a new market to the business — the bride who wants the in-person experience not duplicated by phone calls or 24-hour live chats.

“We wanted to get closer to the customers,” he said. “There is seven years of data and knowledge that goes into this store.”

Irene Dickey, a University of Dayton marketing professor, said today’s shopper craves options.

It’s best to have both an online and a physical store, she said, noting that online stores often take broader approaches.

Physical stores have to be more specialized.

“You want to customize your product to the local market,” she said.

Bridal-N-Tux was one of two bridal shops to open Jan. 9 near the Dayton Mall.

Designer Alfred Angelo opened a store at 8 Prestige Plaza in Miamisburg.

Spokeswoman Amanda Sheronas said providing a personal touch is key.

“We work very closely to provide the girl with that experience that it is ‘her dress,’” she said.

Alfred Angelo, which has more than 60 stores nationally, is in the former SharNett Bridal site.

SharNett’s well-documented folding in July opened the window for Bridal-N-Tux. It freed up several designer labels sold exclusively at SharNett, Wells said.

“We looked at the market and saw that it was being underserved,” he said. “We are local and we want to keep the money here.”

The shop sells designer gowns and 200 dresses from its own collection ranging from $99 to $799. The average price of a dress is $399.

More than 6,000 wedding dresses will be moved to the store from a nearby warehouse.

“You can try on 50 dresses and boom, you see it,” Wells said. “That dress meets that girl and that girl meets that dress.”

Contact this reporter at (937) 225-2384 or arobinson@DaytonDailyNews.com.