DTC brand Birdy Grey did $100 million in revenue last year selling bridesmaid dresses under $100. Now, it’s introducing menswear as it looks to dress the entire wedding party.
On March 19, Birdy Grey will start carrying its first outfits for groomsmen: a suit available in five colors for $199 and a black tuxedo for $249. Both the suit and the tuxedo are meant to complement existing bridesmaid dresses at Birdy Grey and will help the company to meet “untapped demand” in the wedding space, co-founder Monica Ashauer told Modern Retail.
“A lot of DTC brands grow, and they start running out of runway and have to set new targets or launch really different categories,” Ashauer said in a group interview with Birdy Grey’s other co-founder Grace Lee and its new CEO Jill Layfield. “But from all the data we’ve seen, there’s plenty of room to just keep on selling in this specific but tasty niche, which is group dressing with the bride as our VIP.”
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