Weddington Way
The business, the turning points, and the decisions behind them.
01 / WHAT IT BUILT
What the company did
Weddington Way was a San Francisco online bridesmaid-dress retailer founded in 2011. It sold affordable bridesmaid dresses ($129-$199) through a collaborative-shopping platform, having sold 500,000 dresses since launch. The company raised $11.5 million in venture funding before being acquired by Gap Inc. in December 2016, after which the brand was sold online and in Banana Republic stores.
02 / Weddington Way FAILURE REASONS
Failure reasons
Gap decided the business would take too long to reach a scale that materially contributed to the group. It exited the brand despite describing its performance as good. The supported cause is the owner’s scale and portfolio decision, not demonstrated insolvency.
03 / EVENT HISTORY
Events in the structured record
- Operations ended
Weddington Way ended operations.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
Material for this section is being gathered and checked. It will appear here once ready.
Overall assessment: Not completed
05 / CAUSAL CHAIN
How the factors connect
- 01
In December 2016, Gap Inc. acquired Weddington Way for undisclosed terms and began selling the brand online and in its Banana Republic stores in the US.
- 02
In April 2018, Gap announced it was exiting the Weddington Way brand; the 13 US test stores began closing, and the website declared the brand 'in transition'.
- 03
Online orders were guaranteed only through June 11, 2018, after which the brand ceased operating; weddingtonway.com is now closed.