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Pronovias opens new Flagship in New York City


By Sponsor

Oct 30, 2019

Pronovias begins its US expansion with a new flagship in New York City

PRONOVIAS, the leading global luxury bridal brand, begins its US expansion with the opening of their new flagship location in New York City on 45 East 58th Street.

As part of the bridal brand’s growth acceleration strategy in North America, Pronovias recently opened a boutique on “Miracle Mile” in Miami, Florida and is set to open stores in Houston, Los Angeles and three other cities by the end of 2019.

“The U.S. bridal market is $80 billion, 20% bigger than the whole European market; therefore, we have an immense opportunity for growth in the US,” said Amandine Ohayon, CEO of Pronovias. “The bridal business is unique in that 98.5% of brides still buy their wedding dresses via brick-and-mortar. However, there is a disconnect between customer expectations and what the bridal market offers – we have a unique opportunity to shake things up and drive change, and that starts with the new retail concept that we’re rolling out across the U.S.”

Pronovias currently has global flagship stores in renowned fashion capitals including Milan, Paris, London, Shanghai and Barcelona. Th new Pronovias flagship in New York will feature a fully re-designed architecture and service concept to elevate the in-store experience, using luxury materials, oak and marble floors, and brass fixturing to create a welcoming and intimate environment.

“We have completely re-designed the in-store guest experience, and that starts right from the entrance; guests are personally welcomed at the door and enter into a modern, yet feminine environment that evokes a sense of discovery,” said Amanda McCormick Bacal, President and Managing Director of Pronovias North America. “Guests can peruse our bridal and occasion wear collections in inviting residential-style living rooms, as well as enjoy a very personal shopping experience in our salon areas. Additionally, we’ve extended the length of our brides’ appointments with their bridal stylists to further alleviate the stress of making such a special purchase.”

Pronovias’ New York Flagship location will offer a wide variety of luxury bridal gowns, including a New York Exclusive Capsule collection of nine Atelier Pronovias gowns, in addition to an expanded Party Edit collection inclusive of occasion wear dresses and separates. “This New York Exclusive Capsule collection boasts nine glamorous styles in different silhouettes including mermaid, A-line and ballroom that are crafted in beautiful fabrics and embellishment,” said Hervé Moreau, Artistic Director of Pronovias. “For the stylish bride looking for clean lines and a sleek look, we have options in our stunning silk crepe, and offer exquisite beaded styles for brides opting for a more elaborate design.”


The 8,720 square foot flagship store boasts more than 4,630 square feet of selling space on one single floor and offers an unmatched luxury bridal shopping experience with an inviting open glass front. With a new design concept, the boutique focuses on creating an engaging, luxurious and feminine atmosphere. The store is adorned with oak and marble floors, that are juxtaposed with taupe area rugs and suspended LED screens from the ceiling.

Collections are displayed across “living rooms” for the bride and her guests to enjoy as they browse the bridal and occasion wear collections, as well as a ´veil gallery´ and ´head piece playground´ which inspire guests to explore a total look. The store also employs 17 fittings rooms of varying sizes to accommodate a bride- to-be and her mother, or larger groups.


Pronovias offers a wide variety of luxury gowns designed by Pronovias Artistic Director, Hervé Moreau. In addition to Pronovias, the offer includes styles from the brand’s Haute Couture Atelier Pronovias collection as well as the glamorous Pronovias Privée line. Moreau also created an exclusive capsule collection for the New York flagship, which comprises nine fashionable styles.


In the new flagship, Pronovias has debuted a veil gallery and headpiece playground which boasts accessories such as combs and headbands at the centre of the store allowing the bride with the support of her personal stylist to complete the most important look of your life. Additionally, brides can shop belts and shoes.


The brand’s ‘Party Edit’ line is a fashion-forward selection of glamorous occasion-wear styles for fashionable women of all ages. This trend-led collection includes a variety of different styles, from gowns and party dresses to jump suits, all in a variety of colors and fabrics, offering a modern and elegant look for special events.


Pronovias offers customers a personalized consultation with their team of professional Bridal Stylists and Expert Personal Fitters who accompany the bride through the selection and fitting process. Throughout this experience, brides have the opportunity to provide feedback on the service they receive, which is then incorporated into how consultants are compensated. With this customer-centric approach, appointment times have also been extended so that brides have plenty of time to explore the breadth of offerings. For Atelier Pronovias customers, the brand offers an exclusive shopping experience where customers can fully customize their gown.

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