London’s The Fall Bride opens second store with NYC debut

The Fall Bride has just opened only its second retail space and it’s a long way from home for the London-founded brand as it has debuted in New York City.

Located on Main Street in Dumbo, Brooklyn, the new store will introduce a number of UK-exclusive designers to the US market, mirroring the boutique’s strategy in London of offering international brand exclusives. British designers only available in the New York boutique will include Cassandra Graham, Jessica Bennett, Harriette Gordon and Talc.

Found by Annelise Sealy in 2019, the East London-based brand has carved out a strong market in the UK bridal sector, saying it offers “a fashion-first approach for modern brides seeking individuality over convention”.

And Sealy said the last two years have led to “a steady increase in international brides travelling to London to visit us. With a 200% increase in brides visiting from New York, it quickly became obvious where our second retail space should be.”

She added: “Opening in New York allows us to connect with a dynamic community of women who value thoughtful design, elevated craftsmanship, and a fresh perspective on bridal dressing. It’s an exciting next chapter for our brand and an opportunity to bring The Fall Bride experience to one of the most influential fashion capitals in the world.”

The company has seen revenue rising 1,360% since it opened its first boutique in 2020 and said its success “reflects a wider shift within the global bridal market, where brides are increasingly gravitating toward fashion-led bridalwear, independent designers, and personalised retail experiences that feel more aligned with luxury fashion than traditional wedding shopping”.

And recently, in both the UK and US, “there has been growing demand for minimalist silhouettes, unconventional styling, versatile pieces, and designer exclusivity, with many consumers prioritising craftsmanship, authenticity, and individuality over traditional bridal norms”.