Upstart Retailer SimplyBridal Offers New Bridal Collection, Breaking the Rules on Price and Service

–Traditional or Modern, gowns in sizes from 0 to 30, are custom-made
for the value-conscious bride—

an innovative multi-channel bridal retailer, today introduced their new
bridal collection and the hiring of two senior executives from David’s
Bridal. New silhouettes feature low back and illusion gowns in luxurious
fabrics. The collection extends beyond beautiful gowns in hundreds of
styles. The company also offers a complete selection of accessories and
services designed to create a memorable wedding.

While the wedding market continues to be fragmented, new players have
emerged. SimplyBridal has seized this opportunity to create a different
kind of experience for brides. The company understands the diversity of
its customer base and focuses on offering dresses that range from $200
to $1,800, from size 0 to 30. Each gown is made to a
customer’s detailed measurements. By utilizing the latest marketing and
advertising technology, the company drives large numbers of customers
through the door.

“Service is an essential component of our success,” said Kathy Yeung,
Co-Founder and COO of SimplyBridal. “Our wedding consultants are highly
trained and skilled in working with brides-to-be on their special day.
Knowing that time is money, we offer programs such as Try at Home which
gives brides the opportunity to try on two gowns in the comfort of their
own home. If a bride is in a hurry to purchase one of our ready-made
gowns, our Quick Ship program will get it there in 5-7 days. All of
these initiatives have a singular goal: To make the wedding experience
easy and enjoyable.”

“We see the wedding market as a tremendous opportunity to merge
tradition with the latest trends and technology,” noted Lawrence Ng, CEO
and Co-Founder. “Five years ago, there was limited innovation in the
bridal market. By leveraging our technology expertise, we’re rapidly
expanding our customer base and broadening the one-stop shopping
concept. As our growth accelerates, it’s exciting for us to welcome two
industry veterans—Michael Mirsky and Gene Morphis—to the team. Both of
these individuals bring tremendous knowledge to SimplyBridal and
will help expand our retail presence.”

Michael Mirsky joins SimplyBridal as Head of Real Estate
Development. Michael was at David’s Bridal for 20 years where he served
as the Vice President of Real Estate and Senior Real Estate Legal
Counsel. He has intimate knowledge of all aspects of real estate growth.
Michael received his JD from Widener University School of Law, and his
BA from The George Washington University.

Gene Morphis, who served as Chief Financial Officer of David’s Bridal
from 2006 to 2010, is a Strategic Advisor to SimplyBridal. After leaving
David’s Bridal, he was CFO of Francesca’s Holdings Corp. Gene served as
Secretary, Treasurer and CFO of The Rowe Companies, CFO of ClientLogic,
and Senior Vice President and Chief Financial Officer of Modus Media
International, Inc. Gene received his BA and MBA degree from the
University of Memphis.

About SimplyBridal
SimplyBridal is a company dedicated to
creating an exceptional wedding experience. Whether shopping online or
visiting its showrooms, the company’s unique selection of luxurious
wedding gowns is very affordable. Its high-value bridal products—from
veils and jewelry to bridesmaids’ dresses and accessories—provide a host
of beautiful choices.

SimplyBridal, one of OnRamp Fund’s portfolio companies, uses proprietary
advertising technology to acquire customers through online channels and
funnels them to physical showrooms in the United States. OnRamp Fund
is a $10 million incubator that invests in early stage startups. The
Fund, with operations across the United States, Taiwan, and China, has
expertise in cross border and international strategies as well as online
to offline marketing. Its management team works to assist startups that
require cross border operations but lack the resources to do so.


for SimplyBridal
Corinne Forti, 1-805-368-8665