The plus size bridal market now has a new retailer in the mix.

Canadian retailer Addition Elle announced recently that they have launched a bridal collection for women with curves.20170106-AE MKT352828

Addition Elle, the first plus-size retailer to have a show at NYFW, is tapping into an underserved market at an ideal time. With more diversity shown on runways and more retailers showing diversity in marketing, it’s the perfect time for brands to tap into other segments within plus size fashion that hold great profit potential and are in demand.20170106-AE MKT352784

The new bridal collection from the retailer includes 5 different styles and features this year’s latest trends. According to Addition Elle, “the classic lace and slight shimmer of the dresses are sure to sweep any bride-to-be off her feet“.

“We saw that there was a demand for bridal wear in the curvy market, so it was only natural for us to create one. We are excited to bring this new category to our customers that offers unparalleled quality and fit for a great value.”

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According to the official press release:

“The collection is adorned with delicate lace and classic jewels making each piece timeless and unforgettable. Each dress is designed with standout detailing such as empire waist silhouettes, beautiful lace belts, flirty off the shoulder cuts and flattering midi lengths.”

The dresses are affordable, with prices ranging from $240-$380 and will be sold exclusively on AdditionElle.com, available in sizes 14-24.20170106-AE MKT35290520170106-AE MKT352809 20170106-AE MKT352841 20170106-AE MKT352968 20170106-AE MKT353005

We’re hoping it does well enough for the retailer to expand not only on its assortment but its sizing too. They offer a size 4X in several non-bridal styles so we hope that will transfer over to their bridal collection.

You can shop the new bridal collection from Addition Elle here.