Bridal retailer wed2b has opened its second London Megastore, at 1 Thavies Inn, Holborn Circus, following record-breaking early trading at its Royal Victoria Dock flagship. The Holborn store opened on Friday 6 November, seven weeks after the first Megastore.
The new store has more than 10,000 sq ft of retail space and more than 1,500 wedding dresses to browse, try on and take home the same day. Together, wed2b’s two London Megastores offer more than 20,000 sq ft of retail space and over 3,000 wedding dresses across the capital.
A Record Start at Royal Victoria Dock
Royal Victoria Dock, which opened on 18 September, generated 6.6 times the average sales of stores across the rest of wed2b’s European network during its first six complete trading weeks, and attracted 7.2 times the average store footfall.
Over the same period it generated 144% more sales than Milton Keynes, the next highest-performing store in the network. In its first 44 days it also achieved 232% higher sales than wed2b’s former Baker Street location recorded in the equivalent period in 2025, and it set new company records for single-day and weekly sales during what is traditionally a quieter period for bridal retail.
The retailer notes that the results reflect a substantially larger store format and the activity surrounding the launch, but says they show strong initial customer interest in its evolving retail proposition.
The Megastore Concept
The Megastore format combines wed2b’s established no-appointment, take-home-today model with greater choice, dedicated customer spaces and technology designed to enhance the bridal shopping experience.
“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.”
Todd Cassidy, Co-Founder and Managing Director, wed2b
Holborn has two AI-powered virtual try-on screens, replicating the technology introduced at Royal Victoria Dock, where they have been in near-constant use. Brides can preview dresses from the store’s live stock, experiment with silhouettes they might not otherwise have considered and identify styles to try on, alongside advice from wed2b’s Bridal Experts, before trying on their preferred dresses in person.
The store stocks gowns in sizes UK 6 to 30, priced from £599 to £1,199. No appointment is needed, and brides can take their chosen dress home on the day.
wed2b’s 2026 Bridal Report, which surveyed 11,437 brides across five European countries, found that 53% bought their wedding dress after visiting just one bridal boutique, which the retailer says underlines the importance of the in-store experience.
Royal Victoria Dock has also been shortlisted for Best New Large Store of the Year at the Retail Week Awards 2027, in a category that includes Matalan, Sports Direct, Superdrug and Waitrose.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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