Wed2b is the biggest bridal retailer in the UK and in Europe, and it’s still growing fast and looking for new locations.
Todd and Jenny Cassidy set up their bridal business Wed2b as a way of offering brides a stress-free, down-to-earth alternative to traditional, stuffy bridal boutiques, and the idea hit the mark.
Founder Todd sat down with Retail Week to talk about why they started the business, how they’ve harnessed growth, and what’s next.
How did you get into the industry?
“Well, it goes all the way back to when we, when my wife and I, Jenny, got married. She had a particularly poor experience when she went wedding dress shopping, and that definitely struck a chord with us. There was unnecessary pressure, judgement, the whole appointments thing was complicated, and it was all very unclear. She wasn’t in the best of spirits after each appointment.”
How did that experience turn into a business idea?
“After the wedding, we just started looking locally. We worked for big corporate businesses and hadn’t really started a business before. We actually looked at bridal shops first, but they felt slow and quite depressing.
“Then we came across a wholesale business which suited us more. We ran that for about three years and saw all the problems in the industry – poor customer handling and struggling boutiques, which gave us real insight. The 2008 crash made things difficult, but it was a catalyst. It forced us to rethink this whole thing, get rid of all the friction points, really think about the bride, keep the business simple, and fix both sides of the equation.”
What were the biggest friction points you wanted to remove?
“Appointments were a big one. Charging, not charging, people not turning up, the pressure to buy because you’ve paid £50 for an appointment – it’s stressful.
“Then there’s the six-to-nine-month wait for dresses. Brides get excited and then realise they have to wait ages. So having dresses off the peg was fundamental. Pricing opacity was another huge issue. “What’s your budget?” being the first question creates anxiety. We wanted competitive, transparent pricing so brides know they can afford everything in the building.”
Has pricing transparency become even more important given the current economy?
“Definitely. It doesn’t surprise me at all. Being upfront and simple makes a huge difference. People don’t want awkward, embarrassing conversations, and it means a lot to customers.”
Have you stayed close to your original vision as you’ve grown?
“Yes, the heart is the same – lots of dresses, great prices, no appointments, no pressure. That’s still core. What’s changed is the sophistication behind the scenes: forecasting, stock management, branding, and photography. Scaling means having a well-oiled machine.”
How do you manage staffing with no appointments?
“That’s one of the challenges of our model. I tested appointments briefly, but I didn’t like it. People still don’t turn up. On busy Saturdays, we do have wait times. Sometimes we get it right, sometimes wrong. We’re working on tech to help manage queues and expectations.”
What do people misunderstand about running a bridal business?
“They focus on the creativity and emotion, but behind the scenes, it’s marketing discipline, cash flow, risk management. We buy stock upfront rather than made-to-order, so there’s risk. But that stock knowledge has become a competitive advantage and almost our IP.”
How big is the business now?
“We’re at 57 stores now, and we’re the biggest bridal retailer in the UK and Europe. We started in 2009, took investment in 2014, and grew rapidly from there.
“We bootstrapped to three stores, but once Bolton opened, it was carnage; people were sitting on the floor, and queues were long like at a festival. We found the right investor in 2014, built the infrastructure, and then scaled fast.
How has Europe performed compared to the UK?
“We entered Europe in 2018. Initially, it flew, then Covid hit. Europe hasn’t recovered in the same way. The UK is strengthening now, but Germany and the Netherlands are flatter. It’s tougher, but not desperate.”
What’s next for the business?
“Lots of exciting things. Better online-to-offline connections, major tech launches later this year, and a brand-new store concept we’re working on. I can’t say where yet – a few legal things to sort – but come early September, we’ll be putting something pretty big on the map.”
No comments yet