Wedding Dress Startup Anomalie Brings Tech to the Bridal Industry

Anomalie
July 2, 2019

The custom wedding dress startup, Anomalie, which has wooed brides across the county in recent years, raised $13.6 million in its latest round of funding, the company announced last week.

With the injection of capital, the business said it plans to invest in its technology, which has already significantly disrupted the volatile bridal industry.

"To get to the next step, which is to make tens of thousands of dresses, we need to continue to invest in our tech and operations, and make it more of an amazing digital experience," Leslie Voorhees, Anomalie's co-founder and CEO, told Cheddar.

The company's digital platform allows soon-to-be brides to work with technical designers to create a custom dress and bypass what can be an expensive and stressful day at retail stores. Market forces are also in Anomalie's favor with major companies that once dominated the industry like David's Bridal, which filed for bankruptcy protection last November, struggling to stay profitable.

"It is very, very clear that women are frustrated with the status quo and don't enjoy the current process of buying a wedding dress," Voorhees said, adding that Anomalie's popularity has largely spread by word of mouth.

Just last year, 13 percent of brides in the U.S. created an Anomalie account. The dresses are also affordable, Voorhees said, with an average price of $1,400.

"Having a unique, customized dress before could cost you five figure and now we are able to do that at a really competitive price point," she said.