Seven brands you didn’t know did bridal.

Would you buy your wedding dress online? Does the very thought give you the shivers? The millennial bride, who opts for convenience over traditional, has created a mega market for online wedding dresses. Why traipse around bridal shops or local seamstresses with hovering mothers and warm prosecco when you could trial a wedding dress in the peace of your own home?

The wedding industry is worth an estimated £10bn annually in the UK. It’s a lucrative business, partly because today’s bridezillas are not satisfied with just the one white frock. Lyst, the fashion search platform, announced that 23 per cent of today’s brides buy, not just one, but two outfits for the big day. Buying a wedding dress (or two) online is a no-brainer.

Here are seven online retailers that you didn’t know sell wedding dresses.


Breaking news for fashion follower brides. Cult brand KITRI has just launched a new bridal line (online and in store) which is modern, fashion-forward and won’t break the bank. The British brand has released a nine-piece bridal capsule collection based on KITRI’s bestselling dresses, reimagined in three different white materials. ‘There are a lot of events surrounding the wedding these days – the engagement party, the church, the town hall, dinner before, brunch after…’ says Haeni Kim, Founder and Creative Director of KITRI. ‘We wanted to cater to the modern brides who weren’t necessarily looking for ‘the gown’ but still wanted to look and feel special without spending a fortune.’ Prices start at £195 for the very pretty Fontana Lace Midi Dress.


Etsy’s bridal offering is vast and rather overwhelming. Not only does the site sell wedding invitations, cake toppers, decorations and gifts, it also lists thousands of handmade wedding dresses created by independent designers. If you search for wedding dresses, you will get over 330,000 results varying from romantic floaty lace numbers to above the knee minimalist dresses. In order to better navigate the offering, you can search by neckline (cowl, crew, collared, boat, for example), silhouette (A-line, bubble, mermaid, full) and style (boho, gothic, formal). Still overcome? Start your hunt looking for the better-known designers such as Isom-favourite Rebecca Schoneveld or Tony Serrato.

The online wedding dress retailers cater for every budget. On 22 January 2020, the luxury e-tailer launched its first bridalwear collection with more than 250 exclusive products. The online offering includes stunning accessories and morning-after loungewear by reputable and up-and-coming designers.

‘Customers had been shopping monochrome evening looks, whether for the big day, the evening party or going-away outfits, and even for family members,’ says Natalie Kingham, fashion and buying director at She noticed that white is selling stronger than ever and acted up on it. ‘It made sense to make life easier for people to find those looks in one place, whether you favour a purist aesthetic or are more romantic and wear Erdem.’ This site is very much bridal fashion; Expect snow-white sequins, crystal-embellished white tuxedos, leopard print, ostrich feather-adorned white satin. Fun.


Holy moly. Who knew that Warehouse sold wedding dresses? This year, the high street old-timer launched a bridal range online and in store. There are three wedding dresses in the new capsule collection; one with a cowl back, one a satin camisole and the third, a very elegant column dress – and they cost a very wallet-friendly £85. With the average wedding dress costing £1,385, it’s no wonder millennial brides are hunting online for cheaper options. The Warehouse bridesmaid collection is full of floor-sweeping chiffon dresses among ones with angel sleeves, satin camisoles and frills galore.


It’s not just the wedding guests who love ASOS for its affordable fashion. The brides, especially those on a tighter budget, can also get in on the action. Getting hitched? You’re spoilt for choice on this online fashion giant’s site. There are currently 85 wedding bridal dresses on the site, from satin and sequin frocks to floor-sweeping, timeless gowns. Last year, the bestselling ASOS wedding dress was a chic long sleeve crop top maxi wedding dress. The ASOS Edition wedding dresses are available from a UK4 to a UK18. Once you’ve found your dress, scroll around the shoe and bag categories to complete the outfit for your big day. You can’t compare shopping for a dress in store with the ease and variety of perusing the ASOS site.

Whistles Bridal Range

Whistles first launched its bridal line, both online and in store, in 2017 and it’s only got better. Last year, there were white power suits and delicate lace dresses that looked more couture than high street. The latest Whistles Wedding collection has seven new bride and bridesmaid styles alongside its signature classics. They are named after romantic heroines such as Scarlett in Gone With The Wind. Just because you’re cutting back on price, you’re not sacrificing quality here.


H&M is another brilliant secret brand that stocks affordable high street wedding dresses. Theirs is an online-exclusive line. ‘There’s a whole range of dresses that’ll make any bride-to-be’s heart melt, whether you’re gunning for a romantic vintage-inspired gown or a very 90s minimal satin dress,’ observed Megan C Hills from Marie Claire. For as little as £59.99, you can scoop up a cream wedding dress on this fashion savvy site. There is a long, off-the-shoulder dress with a lace bodice and tulle skirt.

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February 2020
By Annabel Jack

Annabel Jack

Contributing Editor

Annabel is a regular contributor to The GWG, with a taste for finest in food, fashion and interiors.