Pronovias Group, a specialist in luxury bridal wear, has partnered with global fashion icon, Vera Wang to add a new brand to its portfolio, Vera Wang Bride.
The move will consolidate Pronovias Group’s position as world leader in the bridal industry, expanding its portfolio of brands and supporting its continued growth in the US and Chinese markets, while making Vera Wang gowns more accessible to a wider audience.
Under the terms of the deal, Pronovias Group and Vera Wang have signed a 10-year licensing agreement whereby the Pronovias Group will manufacture, distribute, and market the Vera Wang Bride designs.
The collection will feature 60 bridal gowns and 60 special occasion dresses and will be available worldwide from October 2021. Prices will range from USD1600 to USD4000, meaning that the design and aesthetics of Vera Wang will reach a wider audience, offering wedding gowns at a more attainable price point without compromising the quality and craftsmanship for which the designer is renowned.
Wang says: “Pronovias Group is one of the most respected and successful bridal companies in the world with a huge international reach. But the most important value we look for in a company when signing a licensing agreement is the ability to create a great product. Product is king; it is where it all begins. Pronovias Group understands this.
“My intention was to make sure that certain Vera Wang design codes were identifiable,” continues the designer. “I wanted to keep creativity as the undisputed pillar of our brand, without sacrificing this new opportunity to reach more brides. Vera Wang Bridal designs express a great respect for the creative process, for quality, for individuality, for imagination, but above all, respect for women.”
Amandine Ohayon, CEO of the Pronovias Group, adds: “It has been so incredibly fulfilling to work with Vera and her team, and there is true commitment from both sides towards the new Vera Wang Bride brand. Vera´s unique signature and iconic designs, together with our wide capabilities on sourcing high quality materials and technical abilities, is leading to a unique collection that we are very proud to offer to fashion-loving brides worldwide”
Jean-Baptiste Wautier, Partner at BC Partners, says: “When we invested in the Pronovias Group we recognised that for a leading brand with a global presence and strong market share, like Pronovias, there would be compelling opportunities to act as an industry catalyst. This partnership is therefore our investment thesis brought to life, and we’re incredibly excited to be working alongside Vera and her team on this journey.” Vera Wang Bride will be the sixth brand in the Pronovias Group portfolio, joining House of St. Patrick, White One, Nicole Milano, Ladybird and Pronovias itself.
