Vera Wang Closes Bridesmaids Business, Shifts Designs To David's Bridal

It's "always a bride" for Vera Wang who is shutting down her bridesmaid business, WWD reports. The designer stopped taking orders on Monday and is moving the line to David's Bridal:

According to [Chief Executive Officer of Vera Wang Mario] Grauso, the White by Vera Wang bridesmaids' dresses, which will hit stores in June and July, will retail from $150 to $200. The dresses are expected to be "very similar in feeling" to Wang's bridesmaids' dresses, said Grauso, adding "it's classic Vera." The line, designed by Wang and the David's Bridal team, will be offered to over 300 David's doors and on David's Bridal's Web site, beginning in June, he added.

Grauso explained the dresses will reach a broader audience through David's Bridal, stressing the convenience for the customer. Wang's bridesmaid collection hit its peak a few years ago, reportedly bringing in $5 million in wholesale volume.