Lisa Horton joins David's Bridal to run communications
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Photo illustration: Axios Visuals. Photo: David's Bridal
David's Bridal has appointed Lisa Horton as chief communications and creative officer, Axios is first to report.
Why it matters: The bridal wear giant recently emerged from its second bankruptcy since 2018 and is focused on a turnaround story.
Details: Horton will serve on the executive leadership team and report to president and chief business officer Elina Vilk.
- She will oversee a team of 12 responsible for marketing, brand strategy, public relations, internal and external communications, investor relations, social media, and creative.
- Horton joins the company from Astrsk, where she served as president and supported David's Bridal as a client.
What they're saying: "What drew me to this opportunity … was the rare chance to play a pivotal role in the strategic transformation of a legacy brand," Horton said.
- "We're modernizing the brand across every touchpoint [including] retail, digital, social, email, e-commerce, and media. I've been calling it David's modern renaissance. We're not your mother's David's Bridal, and that's intentional," she added.
State of play: David's Bridal recently acquired the wedding media brand Love Stories TV and launched Pearl Media Network, Axios' Kerry Flynn reports.
- David's Bridal has also hosted flash sales as the wedding industry at large prepares for tariff-induced price hikes.
What to watch: The power of unexpected brand partnerships, Horton says.
- "When executed thoughtfully, these collaborations can generate not only buzz but also genuine customer acquisition, increased engagement and incremental revenue."
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