Pronovias Partners with Urban Outfitters to Capture the Young Bride Market

Pronovias continues on its path to get closer to young people, who are getting married less and less and, if they do, they no longer follow traditions. The Spanish bridal fashion group has signed an agreement with the U.S. group Urban Outfitters to position its brand on Anthopologie’s online platform, specifically Anthropologie Weddings.

The Barcelona-based company has been trying for several years to reposition its brand to bring it closer to a younger audience, attacking both product, distribution channels and distribution strategy. Since last July, this strategy has been led by Cristina Alba, who took over as CEO from Marc Calabia.

Pronovias has designed a capsule of eight dresses for Anthropologie that since Tuesday have been distributed exclusively on the online platform and in the stores of the Urban Outfitters chain. “This collection is characterized by its structured corsetry, delicate lace and modern femininity,“ says the Pronovias design team. “It fits perfectly into the modern bride’s closet, offering versatility and personality,“ it adds.

Pronovias penetrates among young people and in the United States after finalizing agreement with Vera Wang

With the alliance with Urban Outfitters, Pronovias not only targets a younger age clientele, but does so especially in the United States, a key market for the company. In addition, last September the company ended its licensing agreement with Vera Wang, with high penetration in the country.

Like the bulk of bridal fashion companies, Pronovias was hard hit by the disruption caused by the pandemic, to which was added a high indebtedness derived from the corporate operation through which BC Partners bought the company from Alberto Palatchi.

In 2024, still under Calabia’s leadership, the company launched a strategic plan to 2027 starting by reordering its product, eliminating duplications and adapting the styles of its brands (Pronovias, Nicole, San Patrick, White One and Lady Bird). At the same time, the company reduced its multi-brand distribution network to focus on fewer but better positioned points of sale, and committed to international growth, especially in the United States.

At the same time, Pronovias has carried out a restructuring plan over the last two years that has involved the centralization and reduction of its structure in Spain, the reorganization of its management team and the reinforcement of its financial structure, with the injection of new resources from the company’s shareholders.

According to the latest accounts available at the Mercantile Registry, Catiberia, which consolidates the accounts of seventeen Pronovias companies (the main one being San Patrick), ended 2023 with total liabilities of €261.05 million, compared to €420.77 million in 2022. In 2023, the new shareholders gave the company oxygen by acquiring debt of €188.3 million. The bulk of the 2023 liabilities corresponds to commitments to group companies.