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J.Crew Axes Bridal Collection

Consumers will no longer be able to say “I do” in a new J.Crew wedding gown.

J.Crew is discontinuing its bridal line due to sluggish sales and less shoppers, Business Insider reported.

A J.Crew wedding specialist told Business Insider that the company will remove its entire bridal collection once merchandise sells out online and in stores. J.Crew is currently selling bridesmaid dresses and wedding gowns under the sale section of its website—with markdowns as high as 80 percent off original prices. Most of the merchandise is already sold out and not available in many sizes. Reports also said that J. Crew would like to focus more on its party wear, including dresses and jumpsuits, which could potentially bring the retailer back on track for better performance.

This business decision is a surprising move for J.Crew, which has been a well-known bridal apparel destination since 2004. In 2010, after six years of selling wedding gowns and bridesmaid dresses exclusively online, J. Crew opened its first bridal boutique at 769 Madison Avenue in New York and eventually expanded its bridal collection to other stores, including its 91 Fifth Avenue location in New York.

Although J.Crew recently released its first activewear line with New Balance, the company has been struggling to meet its profit and consumer-target goals. According to its second quarter earnings results, J.Crew reported revenues decreased 4 percent to $569.8 million and overall sales decreased 6 percent to $476.7 million.

Even though those numbers were slightly better than its second quarter last year, the company is still working to make a comeback in today’s uncertain apparel market. With consumers demanding more out of their shopping experiences, many retailers are scrambling to provide personal experiences and seamless services. With its departure from the bridal scene, J.Crew may be going in another direction to gain its shoppers back.