Weddington Way to open first NYC shop-in-shop at Banana Republic

By

Obi Anyanwu

Published
Jul 10, 2017

E-commerce bridal brand Weddington Way announced the opening of its first shop-in-shop in New York City at Banana Republic Rockefeller Center on Wednesday, July 12.
 

Founded by Ilana Stern in 2012, Weddington Way is one of the first brands to introduce a virtual showroom and collaborative online shopping experience for bridal parties. On Weddington Way, customers can share and discuss products in a virtual showroom, as well as try on one of Weddington Way’s namesake line of ready-to-wear dresses at one of the brand’s shop-in-shops in the US.
 
In addition, Weddington Way was acquired by Gap in 2016.

The Weddington Way New York City shop-in-shop marks as the brand’s fifth physical location, joining additional Banana Republic shop-in-shops in Atlanta, San Francisco, Dallas and Chicago. The shop serves as physical showrooms that bring the personalized e-commerce experience to life. Customers are allowed to make an appointment at the new shop and continue correspondence with a store associate after purchase.
 
Weddington Way also has plans to open shops in Los Angeles and Seattle by late July.