J.Crew Discontinues Bridal Line

J.Crew (New York) announced that it will be shuttering its entire bridal business. The retailer has discounted all remaining bridesmaids dresses and wedding gowns in the collection, and it will no longer offer a bridal line once all of the merchandise sells out.

Retail Dive reports that the closure is due to falling sales in that area of business, and that the retailer will instead focus on providing customers options to wear to weddings rather than ones to wear to their own wedding.

The bridal line was launched in 2004. In 2010, it began carrying the line in select stores. The line will be removed from any stores that still offer the bridal collection, reports Business Insider.