The news: Sezzle partnered with David’s Bridal, per a press release.

Shoppers will be able to select Sezzle’s buy now, pay later (BNPL) financing at checkout in-store, with ecommerce solutions rolling out in the following weeks.

Why this matters: The global bridal fashion industry was valued at $82.42 billion in 2024 and is anticipated to hit $109.93 billion in value by 2030, per Grand View Research’s ‘Wedding Wear Market’ research report. Given the high ticket value of wedding dresses—the average cost of a gown was $2,000, per The Knot’s 2024 Real Weddings Study—brides often seek affordable financing for their attire. 

US BNPL leaders like PayPal, Affirm, and Klarna have also tapped these loans to boost margins, per their latest earnings reports, giving Sezzle a roadmap to compete with larger players.

Bridal industry in flux: Merchants like David’s Bridal need perks like BNPL partnerships to stand out in a shifting market, as mainstream retailers like Abercrombie move into their speciality field. 

While rivals like Kleinfeld's trial secondhand storefronts, David’s Bridal’s AI-forward approach and premium-tiered boutiques may win Gen Z brides back, especially when paired with a seamless financing option.

Our take: Strategic partnerships will be critical to helping an underdog BNPL competitor capture volume. 

While BNPL firms are embracing partnerships with mobile wallets and POS providers to fast-track their acceptance networks, striking individual partnerships in largely untapped industries like wedding wear can help providers gain market share—especially while the biggest players compete in more concentrated industries like travel.