Deals
David's Bridal Aims to Avoid Wrath of Thousands of Brides-to-Be
- Customers are creditors, with $36 million hanging in balance
- Keeping them engaged with e-mails, CEO messages and videos
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America’s largest wedding-gown retailer has landed in bankruptcy court. Now it’s trying to prevent thousands of customers from becoming runaway brides.
David’s Bridal Inc. filed for Chapter 11 creditor protection Monday with a plan to keep its stores running without interruption. But to the average bride or bridesmaid-to-be, bankruptcy is often misinterpreted, synonymous with the collapse of a business and their wedding plans.