Priding themselves upon their thoughtful designs to match every bride to their dream dress, world renowned label Allure Bridals has certainly made its mark on the bridalwear industry. Evolving from a family-owned fabric store to a now globally recognised bridalwear phenomenon, the thriving Allure team have consistently garnered praise for their ability to provide brides to be with beautifully detailed and well-constructed gowns for their big day, and for them to cherish for many years to come. We spoke with Tim Dunbar, Allure Bridals’ sales and operations manager, to learn more about what makes them stand out and what to expect from their newest collection.

Tell us the company’s history, how you started and how the brand has developed.

Having taken control of our UK operation in 2019 and brought all retail partners, operations and distribution in house, under the one Allure Bridals umbrella, myself and my now 12 strong team of people represent perhaps the most wholistic approach to bridal wholesale.

With 8 lines (including 2 very exciting collaborations) our 120+ UK retail partners enjoy generous exclusivity and all the benefits that come with a full-service commercial powerhouse like Allure. Exclusivity, of course, goes hand-in-hand with a seasonal minimum order but all members of the Allure team use their discretion in dealing with every retail partner and through education, empower small business owners to understand how a commercial brand (from a highly commercial company) can double, if not triple, their bottom line. Big bridal is not for everyone but the difference between a passion and a profession can be the right commercial brand and there is no commercial brand that approaches the UK market with a slow growth, quality over quantity, educationally empowering approach such as that of Allure.

The UK team has painstakingly and passionately cultivated retailer relationships to the point of being a preferred supplier - an incredible achievement when you consider how Allure was perceived in the UK just 5 years ago. Our team grows year on year in both diversity and talent. Our Manchester showroom houses over 2000 dresses tended to by one of the newest members of the team Jacob (originally from Wales), our much known and loved sales team (Tim, Trish and Eleanor) and our customer service team who call Manchester home but hail from Italy, Poland, Germany and Reunion Island!

We are not only in the business of delivering bridal dreams, we are in the business of supporting our retailers, creating incredible jobs and changing the landscape of the British bridal industry for good and forever.

What sets your bridal designs apart from others in the industry?

Despite the fact that our head office is in Memphis, Tennessee, we are very much involved in informing product development. Before traveling to Memphis every June and every December, we, as Account and Sales Managers, spend time in the stores of our retail partners both at trunk shows and designer events. In addition to this, we visit our stores to roll out product, sales and portal training so that store owners and stylists alike are completely confident in our product but we should point out that our sales training is fully transferable to every brand in store so in this way, we are improving the British bridal industry at large. Our portal however, is unique and revolutionary to say the least, and something we have invested millions in for the direct benefit of our retail partners. Visiting our stores to roll out training of any kind affords us the opportunity to meet with retailers of course, but also brides and take the time to run their appointments both to demonstrate sales techniques and to get valuable feedback on our products from the very end customer. We then take feedback from retailers and brides alike to Memphis where we review all potential new styles through a lens we have generated from what it is they have told us they want and need. Designed with customisation in mind (customisation made easy by the portal), as a team we are particularly focused on something we call production notes - making sure that every dress is optimised as much as possible for UK stores and brides.

What inspired your latest collection, and how do you stay current with bridal fashion trends?

With so many brands within the brand family, we truly have a dress for every bride, and the 2024 collection is no exception. Always looking ahead to coming-trends, but remaining true to who we are as a brand family, the new collection will feature a bit of everything, from timeless satin and mikado ballgowns with unique elements, crepe with maximalist reverse-appliqué trains, matte lace A-lines and fit-and-flairs, to hand-beaded illusion sheaths, and a lot of colour! Retailers and brides can find anything they need within the Allure Bridals brand family’s new collection.

Describe your latest collection in three words.

Timeless. Luxurious. Daring.

Can you describe the creative process, from initial concept through to final product?

Our design team is made up of our global sales and customer success teams who work directly with retailers and brides, submitting concepts and design ideas, and our designers on the ground in China, who source materials, sketch and pattern and bring to life hundreds of new designs for review every season. The process is intentionally global and collaborative in its approach to ensure we meet the needs and desires of our retailers and brides, constantly looking ahead while staying true to who we are as one of the leaders in the bridal industry.

What design trends have emerged from the collection?

Brocade, jacquard, satin, Mikado, organza, accordion tulle, crepe, pearls, dimensional applique, matte lace, sequins, to name just a few!

Why is Bridal Week so important to you?

Attending Bridal Week gives us the opportunity to not only see many of our established retail partners, but also to meet new, prospective retailers who are eager to work with the big American brand with heart. Being the first major show in the show-schedule each year, Bridal Week is must-attend for Allure Bridals to ensure retail partners can see and touch our products in-person and place orders early enough to receive goods in time for the start of the Autumn-busy season.

How can retailers get in touch to book an appointment with you at the show?

You can email on support.uk@allurebridals.com, or alternatively call on 0808 169 6445

Find out more

To view the Allure Bridals collections and claim your free pass for Europe’s first bridal buying event of the year, register by clicking here.