Affordable bridesmaid dress brand Birdy Grey reports $100 million in revenue and launches its first groomsmen attire line, aiming to capture a larger share of the wedding party market.
Birdy Grey, a direct-to-consumer (DTC) brand known for its affordable bridesmaid dresses, has reported generating $100 million in revenue last year. The company is broadening its product line to include menswear, which will allow it to cater to the entire wedding party. Starting on March 19, Birdy Grey will introduce its first line of groomsmen attire, including a suit priced at $199 available in five colors and a black tuxedo retailing for $249. These new offerings are designed to complement the existing range of bridesmaid dresses, addressing what co-founder Monica Ashauer described as “untapped demand” in the wedding apparel market.
In a group interview with Ashauer, co-founder Grace Lee and newly appointed CEO Jill Layfield, the emphasis was placed on sustaining growth within a niche market. Ashauer stated, “A lot of DTC brands grow, and they start running out of runway and have to set new targets or launch really different categories,” adding that “plenty of room” exists for Birdy Grey to continue expanding in the group dressing category, which centers around the bride’s preferences.
Founded in 2017, Birdy Grey initially aimed to create customizable and budget-friendly bridesmaid dresses. Over the years, the brand has also introduced men’s fashion accessories like pocket squares and bowties, although these account for less than 5% of total revenue. With the addition of suits and tuxedos, Birdy Grey targets an increase in men’s accessory revenue to at least 10% in the coming years. The company anticipates that branching out into menswear could contribute to achieving double-digit growth by 2025.
While expanding its product range, Birdy Grey remains committed to its primary customer base—the bridal party. The brand recognizes the bride as the key decision-maker in wedding attire choices, which informs the design of the new suits. In terms of marketing, Birdy Grey has initiated a strategy that includes sending color swatches of the new menswear to customers evaluating bridesmaid dresses, with Ashauer stating, “They would always be attached to the Birdy Grey bride as our strategy, at least for launch.”
Layfield, who took on her role at Birdy Grey last month, expressed ambitious goals for the brand, noting that while the menswear sector could potentially become a significant revenue stream, the company intends to grow deliberately. “There’s no question [men’s] could be a very sizable part of our revenue,” Layfield remarked. “But as with every part of the business, we want to build it intentionally.”
Birdy Grey has maintained profitability since its inception—except in 2020—and is tightening the focus on customer satisfaction as it scales. To ensure quality in its menswear offerings, the brand has carefully vetted suppliers to achieve well-constructed, breathable, and comfortable garments. Ashauer highlighted features such as a flexible waistband in their suit design, pointing out their commitment to comfort.
Even before its launch, Birdy Grey has seen high levels of interest in its menswear, as evidenced by a waitlist initiated in January that attracted double the initial expected sign-ups. Layfield commented, “We have a very captive audience patiently and excitedly waiting for launch,” with customers frequently inquiring about the suits.
Industry experts suggest that Birdy Grey’s entry into groomsmen apparel could be a strategic move. Brian Ehrig, a partner in the consumer practice at Kearney, indicated that wedding parties often include equal numbers of bridesmaids and groomsmen, thus broadening the customer base. He noted that “the wedding-party category is growing, and slightly faster than the overall apparel market, so it is an attractive place to invest.”
In addition to its menswear line, Birdy Grey is also undergoing other changes. The brand has expanded its manufacturing operations to India to enhance supply chain flexibility. While currently an online-only retailer, Birdy Grey is contemplating the establishment of a physical presence by 2026 to meet customer demand for in-person experiences. Layfield acknowledged the desire for tangible retail engagement, stating, “We know our bride wants to experience Birdy Grey in real life.”
Source: Noah Wire Services
