J.Crew says farewell to bridalwear

London - J.Crew is shuttering its bridalwear business. The US retailer confirmed last week to Business Insider that once its current stock of bridalwear sold out, they would no longer be restocking.

In order to shift stock as swiftly as possible, J.Crew has marked down its entire line of bridal gowns and bridesmaids dresses by up to 70 percent in stores as well as online. Many garments have already sold out in numerous sizes, as bridesmaid dresses originally retailing for 228 US dollars are selling for as little as 69.99 US dollars.

J.Crew has been in the bridal business since 2004, offering them first exclusively online before opening its first bridal boutique in Madison Avenue in New York in 2010. Since then its mid-price line of gowns and dresses have become well known for their simple, yet elegant silhouettes.

In addition to offering brides to be be chic and accessible gowns, J.Crew is also said to have been one of the pioneers for the "same colour, different cut" bridesmaid dress, which offered a group of bridesmaids the opportunity to select dresses which flattered their figures in matching colours to create a cohesive look.

Although J.Crew has not revealed further information on why it is shuttering its bridal business, it has been linked to waning sales. During the second quarter of fiscal 2016, J.Crew's overall sales dropped 6 percent, as comparable sales decreased 9 percent.

At the time CEO and chairman of J.Crew, Millard Drexler said the company was focused on "driving sales productivity with exciting new merchandising and marketing initiatives," and while the US retailer is closing down its bridal line, it will be introducing a new dress collection next spring.

Photos: J.Crew website