Nordstrom makes a commitment to wedding dresses

Nordstrom Inc. is stepping into the bridal business for the first time in the company’s 109-year history.

Over the next six weeks the upscale retailer is opening 14 bridal salons nationwide, including in its store in Canoga Park.

This might not be a big season for weddings, but it’s one of the most popular times to get engaged, and the chain has gotten an indication that a move into the bridal area could boost business.

In a pilot test at nine stores in March, Nordstrom experienced a 30% boost in new customers to the store, company spokeswoman Brooke White said.

“This is a great way to meet new customers and show them what we can do and earn their business for life,” White said.

Nordstrom joins a rash of mainline retailers getting into the bridal business. J.Crew was among the first chain stores to spot an opportunity to sell bridesmaid dresses, introducing its collection online in 2004. Last year, J.Crew opened its first free-standing bridal boutique in Manhattan.

Urban Outfitters plans to unveil its wedding concept online on Valentine’s Day, followed by a brick-and-mortar store in the third quarter of 2011.

“Companies are looking to find new segments to get into when overall [industry] growth is relatively flat,” said Steven Dennis, president of SageBerry Consulting and a former Neiman Marcus strategy executive.

Department stores, for the most part, conceded the bridal salon business to specialty stores and independent retailers over the last two decades. Most department stores had a hard time justifying the bridal salon when more profitable businesses were waiting for floor space.

“It is a business, to a large degree, that department stores really abdicated going back to the 1980s,” said Anne Brouwer, a senior partner at Chicago retail consulting firm McMillan Doolittle. “Department stores were the bridal centers. You went to the department stores first. That’s where people started.”

If Nordstrom has its way, brides will rediscover the appeal of a full-service department store without the high cost of a designer salon. The retailer aims to stand out from the crowd by marrying affordable and stylish bridal and bridesmaid dresses with high-end service.

A Nordstrom in Chicago has its wedding suite already open. Located near special-occasion dresses, the suite has its own entrance, marble tile floors and extra-large fitting rooms with upholstered seating for the bride’s friends and family.

There are no poufy white dresses or long trains here, although Nordstrom’s national stylist director, Fanya Chandler, says wedding stylists are glad to order crinoline skirts and trains if the bride wants them.

Each boutique has three dedicated wedding stylists. Apple Inc. iPads are on hand so brides can search the Web to show the stylists what kinds of gowns they like (and friends and family waiting for the bride to try on her gown can entertain themselves).

Nordstrom plans to carry wedding gown collections from Milly, Notte by Marchesa, Sue Wong, David Meister, Nicole Miller and Tadashi. The boutique also carries reception dresses, bridesmaid dresses, shoes, headpieces, jewelry and foundations. Bridal and bridesmaid dresses range from $138 to $2,000.

The average amount a bride spends on her gown is $1,072, according to Conde Nast Bridal Group.

smjones@tribune.com