US-based Allure Bridals ties knot with Sydney’s Portia & Scarlet after five-month courtship

US-based Allure Bridals ties knot with Sydney’s Portia & Scarlet after five-month courtship

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US-based formalwear manufacturer and retailer Allure Bridals has tied the knot with Portia & Scarlett, bringing the innovative Australian brand into its stable of assets after a five-month courtship.

While financial details of the acquisition remain confidential, the deal comes on the heels of Allure Bridals teaming up with Portia & Scarlet in July in a move that enhanced the Sydney-based company’s distribution network in the US.

Allure Bridals says the acquisition allows the Memphis-based group to launch a new venture in the ‘prom and pageant’ space, an area of business that Portia & Scarlet refocused on earlier this year. 

“Championing innovation and continual evolution is at the core of the mission for both brands,” says Allure Bridals CEO Kelly Crum.

“This union marks a shared milestone, and seamlessly aligns with our mutual commitment to excellence in the bridal, formalwear and prom industries. We look forward to expanding Portia & Scarlett’s global presence and reaching new heights together.”

Founded in 2014 by cousins Vicki and Danielle Vlahos, the Sydney-based Portia & Scarlet has a global distribution network with the brand gaining market recognition through global exposure from its involvement in beauty pageants, most notably Miss Universe.

Danielle Vlahos, who graduated with a business degree from the University of Technology Sydney, is credited as being a Miss Universe dress designer since 2021. The position aligns with the company’s sponsorship of the pageant the same year.

Vicki Vlahos, the Portia & Scarlet CEO who is also listed as a Miss Universe fashion designer, graduated in 2005 with a Bachelor of Fashion/Apparel Design at UNSW.   

Portia & Scarlet is said to have a strategic presence in the US, UK and Australia, along with a network of nearly 1,000 stockists worldwide. The company estimates that its flagship boutique in Sydney has the highest turnover of bridesmaid gowns of any store in the country.

The acquisition is aimed at positioning Portia & Scarlett for future growth as part of the Allure Bridals portfolio. 

“Today, the (Portia & Scarlet) brand continues to prioritise and is celebrated for its designs that feature contemporary fabrics, trending colour palettes, and expert construction, tailored for a broad range of sizes,” says Allure Brands in a statement.

“The acquisition ignites a shared pursuit to expand the brand’s global reach while continuing to foster the leading-edge designs behind it.

“With over 2,000 styles sold in 47 countries worldwide, this acquisition further positions Portia & Scarlett for future growth as part of the Allure Bridals brand portfolio.”

Allure Bridals was established by the Crum family in 1998 and under the leadership of Kelly Crum, the business has grown from a single family-owned fabric store into a group that designs, manufactures and distributes bridal collections, bridesmaid dresses, and cutting-edge suiting and proprietary textiles.

In line with the innovative approach to fashion marketing adopted by Portia & Scarlett, Allure Bridals has engaged in designer collaborations with popular culture brands, including the recently launched Disney Fairy Tale Weddings Collection and the Bridgerton Wedding Collection.

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