Farmington Hills’ Beringea Leads $7M Investment in Brideside Wedding Retailer

Beringea, a transatlantic venture capital firm based in Farmington Hills, has led a $7 million Series A investment in Chicago-based wedding retailer Brideside.
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Brideside
Beringea led a $7 million Series A investment in Chicago-based wedding retailer Brideside. // Photo courtesy of Brideside

Beringea, a transatlantic venture capital firm based in Farmington Hills, has led a $7 million Series A investment in Chicago-based wedding retailer Brideside.

The newly invested capital will support the company’s 2020 physical showroom expansion, enhance customer-facing shopping technology, and launch Brideside Bridal, an entry into the bridal gown business.

“The team at Brideside has reinvented the buying experience for bridal parties, and in the process created a nationally recognized brand in a fast-growing segment of the very large U.S. bridal market,” says William Blake, vice president at Beringea. “From its concierge service and in-store selection to its new custom bridal line, Brideside has, in short time, proven to be a category innovator capable of elevating the entire process surrounding bridal party shopping.”

Brideside launched in Chicago in 2014 as a direct-to-consumer website aiming to simplify and personalize the bridesmaid dress shopping process. The technology integrates digital styling tools and a group digital interface for managing bridal party members, dress options, and transaction status.

In mid-2017, founders Nicole Staple and Sonali Lamba saw the opportunity to enhance their core digital business with the introduction of physical showrooms, following a successful 18-month pop-up partnership with Lord & Taylor. Since then, the brand has opened seven showrooms across four cities and plans to enter two to three more markets by the end of 2020.

“Brideside is building a brand by women for women that celebrates our connections with one another and our memorable life moments,” says Staple, CEO of Brideside. “We are looking to build on our promise to women by expanding our product offering to become a one-stop wedding shop, and then exploring other ways that we can be a partner beyond her wedding day.”

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