"[ShopStyle] brings together the best brands and best stores all in once place. We are kind of like the ultimate boutique - even though we don't actually sell any of the products ourselves," said founder and general manager Andy Moss. "By expanding our footprint into bridal, we now offer today's bride a modern way to shop wedding fashion by assembling the very best merchandise for her in one place and making the experience simple, elegant and fun."
The site had amassed over 2,000-products for the bride, bridesmaid and mother of the bride curated from the bridal sections of retailers that cater to the category. For the retailers that do not house a dedicated bridal section, ShopStyle curated dresses, accessories and other products that would be fitting.
To mark the department's launch, ShopStyle has partnered with Barney's for "Walk the Aisle in Style," a four week long contest which will give away pieces from Givenchy, Jennifer Meyer and Christian Louboutin.
The launch contest, done via Facebook, has proven to be the best way to gauge the new site's successs according to Moss -- ShopStyle gained 3,000 Facebook fans in the day following the launch.