Bridal retailer wed2b is continuing its investment in large-format physical retail with the opening of its second London Megastore on Friday 6th November, following record-breaking initial sales at its Royal Victoria Dock flagship.
The new Holborn Megastore, located at 1 Thavies Inn, Holborn Circus, offers more than 10,000 sq ft of retail space and over 1,500 wedding dresses, available to browse, try on and take home the same day. Together with Royal Victoria Dock, which opened on 18 September, wed2b’s two London Megastores will offer more than 20,000 sq ft of retail space and over 3,000 wedding dresses across the capital.
The expansion follows a remarkable opening period at Royal Victoria Dock, providing encouraging early evidence of customer demand for wed2b’s investment in larger, technology-enabled bridal shopping environments. During its first six complete trading weeks, Royal Victoria Dock generated 6.6 times the average sales of stores across the rest of wed2b’s European network, while attracting 7.2 times the average store footfall.
The new flagship also significantly outperformed the retailer’s highest-performing established stores. Over the same six-week period, Royal Victoria Dock generated 144% more sales than Milton Keynes, the next highest-performing store in the network. Compared with wed2b’s former Baker Street location, Royal Victoria Dock achieved 232% higher sales during its first 44 days of trading than Baker Street recorded during the equivalent period in 2025.
The flagship’s opening period has established new company records for single-day and weekly sales, an encouraging result during a traditionally quieter period for bridal retail.
While these early results reflect a substantially larger store format and the activity surrounding its launch, they demonstrate strong initial customer interest in wed2b’s evolving retail proposition.
The opening of Holborn marks the next stage in wed2b’s development of its Megastore concept, which combines the retailer’s established no-appointment, take-home-today model with greater choice, dedicated customer spaces and technology designed to enhance the bridal shopping experience. The investment comes at a time when retailers across the UK are under increasing pressure to demonstrate the commercial value of their physical stores.
For wed2b, the strategy is about building on the strengths of its existing European network while exploring how larger, technology-enabled environments can create new opportunities for growth.
Todd Cassidy, Co-Founder and Managing Director of wed2b, said: “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.”
The Holborn Megastore combines the expertise of wed2b’s Bridal Experts with new digital experiences designed to make discovering the perfect dress more intuitive, engaging and enjoyable. Central to this is the installation of two AI-powered virtual try-on screens, replicating the technology introduced at Royal Victoria Dock in September. The screens have proved exceptionally popular at the first Megastore, where they are in near-constant use by brides exploring different styles and silhouettes. More than simply an entertaining experience, the technology provides a practical way for brides to preview wedding dresses from the store’s live stock selection, experiment with silhouettes they might not otherwise have considered and identify styles they would like to try on. The popularity of the experience at Royal Victoria Dock has reinforced wed2b’s belief that digital innovation can complement, rather than replace, the traditional fitting-room experience.
Brides visiting Holborn will be able to use the same technology alongside expert advice from wed2b’s Bridal Experts, before trying on their preferred dresses in person.
The store offers more than 1,500 gowns in sizes UK 6–30, with wedding dresses priced from £599 to £1,199. No appointment is required, and brides can take their chosen dress home on the day.
The importance of the physical shopping experience is also reflected in wed2b’s 2026 Bridal Report, which surveyed 11,437 brides across five European countries. The research found that 53% of brides purchased their wedding dress after visiting just one bridal boutique, highlighting the importance of the in-store experience in helping brides make confident purchasing decisions. The Megastore concept seeks to combine this personal connection with greater choice and technology that supports, rather than replaces, expert bridal advice.
The latest opening follows wed2b’s recent recognition at the Retail Week Awards 2027, where its Royal Victoria Dock Megastore has been shortlisted as a finalist in the Best New Large Store of the Year category. The shortlist places wed2b alongside some of the UK’s most established retail brands, including Matalan, Sports Direct, Superdrug and Waitrose.
The award recognises innovation and excellence in physical retail, providing further recognition of wed2b’s investment in developing its next generation of stores.
wed2b Holborn opened Friday 6th November 2026.
Address: 1 Thavies Inn, Holborn Circus, London, EC4A 1AN.
