In a significant development, Allure Bridals, a leading force in the U.S. bridal industry, has successfully acquired Portia & Scarlett, the renowned formalwear brand based in Australia. While the financial details of this strategic move remain confidential, the acquisition marks a pivotal step in Allure Bridals’ expansion.
Established in 2014, Portia & Scarlett has carved a niche for itself by creating contemporary dresses and pageant looks. The brand’s use of trending color palettes and its commitment to inclusivity in sizing have garnered global appeal, with over 2,000 styles sold across 47 countries.
This strategic acquisition aligns seamlessly with Allure Bridals’ dedication to innovation and continuous evolution in the bridal industry, according to Kelly Crum, CEO of Allure Bridals. The collaboration is expected to propel Portia & Scarlett to new heights while integrating it harmoniously into the Allure Bridals brand portfolio.
«Allure Bridals, with its illustrious two-decade legacy, is celebrated for excellence in the bridal sector, offering a range that includes bridal collections, bridesmaids dresses, and men’s suiting. This acquisition reflects a shared commitment to excellence in the bridal, formalwear, and prom industries,» expressed Kelly Crum.
With a focus on global expansion and collaborative growth, Allure Bridals anticipates achieving new milestones alongside Portia & Scarlett. This acquisition enriches Allure Bridals’ diverse brand portfolio, featuring notable collaborations like the Disney Fairy Tale Weddings Collection and the recently unveiled Bridgerton Wedding Collection in 2023.
