Reinventing David's Bridal with Kelly Cook

Future Commerce

Elizabeth Schmidt sits down with Kelly Cook, the new CEO of David’s Bridal, for a deep-dive into one of the most ambitious retail transformations happening today. Kelly is leading the iconic bridal company through its pivot from “aisle to algorithm,” turning tradition on its head while honoring the trust of over 100 million women they've dressed. Kelly shares how David’s is embracing inclusivity, rethinking what a wedding “should” look like, and creating magical moments for every kind of bride. Plus, we get personal stories, heartfelt leadership lessons, and a big-picture look at what the future of weddings might hold (hint: AR headsets and donut walls).

100 Million Brides Later

Key takeaways:

• From Dresses to Data: “Aisle to Algorithm” Is Here: David’s Bridal is now a full-stack media-tech-commerce company. With AI-driven personalization and financial tools like Pearl Pay, they’re reimagining how weddings are planned—and how brides are supported.
• Wildfang Collab Signals the Future of Weddingwear: Suits, sneakers, ballgowns, cowboy boots—brides today are expressing themselves in radically new ways. The Wildfang partnership reflects David’s commitment to inclusivity and non-traditional celebration.
• Intimacy, Trust, and a Whole Lot of Emotio: Kelly shares moving stories about the deeply personal nature of helping brides find their look. From stylists trained in body confidence to bell-ringing ceremonies, it’s not just commerce—it’s connection.
• Data is Power—But You Don’t Need All of It: Under Kelly’s leadership, David’s is cutting through data overwhelm. The new mantra? 65% of the data is enough to make a decision. Insight and action matter more than analysis paralysis.
• The Future of Weddings Might Be Augmented: Kelly envisions a not-so-distant future where AR and AI are part of the wedding experience—think immersive headsets, projection-mapped dresses, and hyper-personalized storytelling.
• “We’ve dressed 100 million women. That’s not just a legacy—it’s a privilege that allows us to pivot powerfully into the future.” — Kelly Cook
• “It’s women choosing to wear cowboy boots instead of a cushion Louboutin—and we love all of it.” — Kelly Cook
• “We serve anyone who’s in love, no matter who their partner is. If we don’t have what you need, we’ll go get it.” — Kelly Cook
• “You don’t need 90% of the data to make a decision. You need 65—and a little courage.” — Kelly Cook

In-Show Mentions:

• Read on The Senses: "The Auratic Economy"

Associated Links:

• Order LORE by Future Commerce
• Check out Future Commerce on YouTube
• Check out Future Commerce+ for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!