Priscilla of Boston to close their doors forever

Every weekend I try to bring you guys up to date on any news that I might have missed.  So you can imagine my face drop when I read that Priscilla of Boston is closing.  WHA?!?!?

So this is what I know. The brand that created the iconic dress for Princess Grace Kelly and created dresses for so many over the last 65 years, is shutting it’s door on December 31.  That means the Platinum by Priscilla of Boston, Melissa Sweet, Reverie by Melissa Sweet, and the Vineyard collection, will all be discontinued.

The company is owned by Leonard Green & Partners LP, a Los Angeles-based private equity firm with $9 billion in equity capital, according to its website. It had bought the chain from Federated Department Stores Inc., which later became Macy’s Inc., for $750 million. Included in that deal was Boston-based Priscilla’s lower-priced retail cousin, David’s Bridal, which has more than 300 stores in 45 states.  Some have even hinted that because Vera Wang is a part of the David’s Bridal brand…and her lower price gowns have had an impact on the bottom-line, there isn’t  ‘interest in keeping another couture brand’ on their masthead.

Such beauty and elegance: to be seen no more

So basically, they are shutting down a salon that caters to that bride who wants something classic to (and I say this without being a bridal fashion snob – honest!!) the more affordable line that David’s Bridal dresses (the $300-$1,500) priced at.  Isn’t there room for them both??

According to their website, they have stopped taking new dress orders but would stay open through Dec. 31 to honor existing orders.  This means if you have a dress on order – don’t panic – just follow-up.

First bridal magazines (and RUMOR HAS IT…there is yet another US-based bridal magazine on the chopping block!!) now bridal dress houses.  A sad day for sure!!


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