Gap Shutting Down Weddington Way


San Francisco-based Gap Inc. is shutting down its only wedding line, Weddington Way. The brand was available online and in shops inside 13 Banana Republic stores, according to wwd.com. In a statement, the company said it will only be fulfilling orders through June 11 and shutting down entirely after that, something it characterized as a “transition.”

Weddington Way was founded in 2011 by Ilana Stern and focuses on bridesmaid dresses and wedding accessories. It was acquired by Gap Inc. in 2016, with Stern remaining CEO.

In statement, a Gap spokeswoma said: “While the business is performing well, we determined that Weddington Way would not scale in an impactful way for Gap Inc.”

The midlevel wedding market in general is struggling. J.Crew closed its own bridal offering in 2016 after about six years in operation, and Verizon recently decided to shut down its popular wedding-centric lifestyle web site Style Me Pretty.

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