December 9, 2009, 12:00 AM

David’s Bridal opens online store to international shoppers

David’s Bridal has launched international shipping to 29 European countries and Canada on orders through its online store, DavidsBridal.com.

Bill Briggs

Senior Editor

David’s Bridal Inc. is now accepting orders from customers in 30 countries outside of the U.S. since launching international shipping on Nov. 19.

“We are very excited to offer the DavidsBridal.com inspiration and shopping experiences to our global customers who continually request our products,” says Kristen Celko, vice president of e-commerce. David’s Bridal is No. 314 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name).

Previously, international customers would make appointments at stores during visits to the U.S. or e-mail messages about merchandise, Celko says.

With the help of FiftyOne Inc.’s FiftyOne Global E-Commerce software and fulfillment services, David’s Bridal now ships to European countries such as Austria, Belgium, Sweden and the United Kingdom as well as to Canada. International orders on DavidsBridal.com are initially sent to FiftyOne’s distribution facilities in Clifton, NJ, which prepare necessary customs documents and ship orders to their international destinations. Customers can pay in Canadian and U.S. dollars, along with the euro and British pound.

“What we’re there to do is extend our merchants’ reach internationally,” says Michael DeSimone, CEO, FiftyOne. FiftyOne Global charges clients an initial flat fee of $20,000 for a site and then builds in a revenue share percentage for orders, which is typically about 12%. The top international markets for its clients are the United Kingdom, Canada and Australia, says DeSimone.

Since launching, Celko says international orders have made up about 3% of online sales for DavidsBridal.com.

In other plans for 2010, David’s Bridal will work on ways to engage brides throughout the planning of their weddings, says Celko, who has headed e-commerce since joining the company three months ago. The company also plans to promote its prom dress site, DavidsProm.com, through mobile marketing promotions and contests.

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