US wedding chain David’s Bridal aims to open a store in each major UK city within the next five years, as it prepares to open its first store in the country in Westfield Stratford City.

The popular US bridal chain, which operates 300 stores in its home market, makes its UK debut on October 3 when it opens the doors to its two-floor 10,000 sq ft flagship store.

David’s Bridal, which is majority owned by CD&R the same private equity house which bought a share in B&M Bargains last year, has appointed former M&S head of womenswear Myriam Ben Yedder as UK managing director to lead the retailer’s expansion.

The Westfield Stratford store will start an opening spree for David’s Bridal. The retailer said there is opportunity in the UK due to the fragmented market which is mainly serviced by high street department stores and independent bridal shops.

David’s Bridal executive vice president and chief marketing officer Brian Beitler told Retail Week: “The UK looks like the US did in terms of the retail landscape a couple of decades ago.”

He added: “We don’t have a definite number of stores that we want in the UK. The goal is to continue expanding across the country in the next few years but it depends on real estate availability.”

David’s Bridal manufactures its own brand dresses while also collaborating with designers such as Vera Wang.

Beitler says this enables the retailer to offer value-for-money dresses which retail at an average of $1,100 in US. In the UK the average dress will cost £1,100. It also provides the retailer with a unique offer because all the designs are exclusive to David’s Bridal.

The retailer currently operates a non-transactional  UK website but Beitler said it plans to eventually open a fully functioning site as the retailer grows. In addition, David’s Bridal wants to open in Europe.