Gap Adds a Virtual Showroom for Wedding Parties

Gap Inc. has added a social shopping platform for wedding parties, Weddington Way, to the company. This comes after last November's news that J. Crew is killing its entire bridal line, signaling that Gap may try to enter the bridal space, such as Anthropologie currently does. Terms of the transaction are not being disclosed, and the deal does not have a material impact for the company, according to Gap.
Weddington Way built a data driven shopping destination with a virtual showroom that fosters communication and coordination across geographically dispersed bridal parties, by allowing friends to shop together online in a virtual showroom. The online boutique features exclusive bridesmaid dresses and a curated selection of wedding party gifts, which ship to customers globally.  Weddington Way designs and manufactures their own dresses.

Weddington Way will remain based in San Francisco and will continue to operate under the leadership of founder Ilana Stern, who will report to Sebastian DiGrande, executive vice president, strategy and chief customer officer for Gap Inc. 
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