Brides-to-be in London now have a second wed2b Megastore to visit, after the bridal retailer opened a store of more than 10,000 sq ft at 1 Thavies Inn, Holborn Circus, on Friday 6 November.
It has more than 1,500 wedding dresses to browse, try on and take home the same day, in sizes UK 6 to 30 and priced from £599 to £1,199. No appointment is needed.
The store also has two AI-powered virtual try-on screens, the same technology introduced at wed2b’s first Megastore at Royal Victoria Dock, where they have been in near-constant use. Brides can preview dresses from the store’s live stock, experiment with silhouettes they might not otherwise have considered and pick out styles to try on, with advice from wed2b’s Bridal Experts, before trying on their favourites in person.
The Megastore format combines the retailer’s established no-appointment, take-home-today model with greater choice and dedicated customer spaces. Between them, the two London Megastores offer more than 20,000 sq ft of retail space and over 3,000 wedding dresses across the capital.
Holborn opened seven weeks after Royal Victoria Dock, which opened on 18 September. In its first six complete trading weeks, the first Megastore generated 6.6 times the average sales of stores across the rest of wed2b’s European network and attracted 7.2 times the average footfall, setting company records for single-day and weekly sales in what is traditionally a quieter period for bridal retail. The retailer says the figures reflect a much larger store format and the activity around the launch, but show strong early interest from customers.
Todd Cassidy, co-founder and managing director of wed2b, said the format was about more than size.
“When we opened Royal Victoria Dock in September, we believed there was an exciting opportunity to take our retail model to another level. The response has been exceptional, with the store setting new company sales records during its opening weeks. But this isn’t simply about opening bigger shops. We’ve built wed2b around making wedding dress shopping easier, more transparent and more enjoyable, without losing any of the emotion that makes finding your dress so special. Our Megastores build on that same model, combining greater choice and immediate availability with personal service and technology that helps brides explore different styles and find what suits them Holborn represents another significant investment in physical retail, and we’re excited to continue developing the concept alongside our established stores across Europe.”
Todd Cassidy, Co-Founder and Managing Director, wed2b
wed2b’s 2026 Bridal Report, which surveyed 11,437 brides across five European countries, found that 53% bought their wedding dress after visiting just one bridal boutique, which the retailer says underlines the importance of the in-store experience.
Royal Victoria Dock has also been shortlisted for Best New Large Store of the Year at the Retail Week Awards 2027. There is more on the trading figures behind the expansion in 365 Retail’s report on the Holborn opening.
