"I like the story behind getting my dress from Costco," said Russo, 46, a movie costumer. "I think it's kind of funny."
Along with giant wheels of cheese and jumbo packs of toilet paper, Costco Wholesale Corp. is now hawking designer wedding dresses. But don't worry - you don't have to buy them in bulk, and you won't find them near the casket display.
The discount warehouse club is the latest major retailer to break into the wedding gown business, joining mall staples J. Crew Group Inc., Ann Taylor, White House Black Market, and Urban Outfitters Inc. in launching bridal collections.
The Costco line features six dresses designed by Kelly, who said she was selling the gowns for 40 percent less than the normal retail price. They range in price from $700 for the dress Russo selected to $1,400 for a hand-beaded satin gown with a sweetheart neckline and detachable jeweled cap sleeves.
For retailers, introducing wedding collections is a way to add a new product niche with little risk - many only carry bridalwear online; Costco is selling its dresses at four-day trunk shows, one store at a time, starting in California.
And with brides-to-be strapped for time and increasingly pitching in for their own weddings, the stores say they're making the dress selection process more convenient, casual, and cut-rate.
Although wedding gowns and Costco seem like an odd match, chief executive Jim Sinegal said the company had carried a variety of high-end fashion items, including Coach handbags, and recently sold a $259,000 diamond in one of its stores. The Issaquah, Wash., chain's wedding line also includes engagement rings, invitations, floral centerpieces, and honeymoon vacation packages.
