Stone Cold Fox Formalizes Bridal StrategyThe Southern California brand is expanding its bridal collection following the decision earlier this year to refocus its strategy on the direct model.

[Collection]Stone Cold Fox, which got its start with romantic custom dresses, has a new bridal plan that its founders hope will make it easier for customers to place orders. “We’ve been doing bridal for the last eight years just on a custom basis,” said Cydney Morris, who cofounded the business with Dallas Wand. “We’re just trying to make it easier for girls. It’s more interactive instead of them just guessing [what they want made].” The new bridesmaids program launching Monday is composed of 12 made-to-order silk dresses with nine colorway options. Customers also have the choice of having their dress lined or unlined. Stone Cold Fox in the future will add the ability to choose from different trims, add slits or other forms of customization. Dresses within the collection retail from $300 to $600 and will be sold on Stone Cold Fox’s online store, mobile app and Abbot Kinney Boulevard store. The bridesmaids collection comes on the heels of Stone Cold Fox’s deal with the Four Seasons Resort Rancho Encantado in Santa Fe, N.M. Couples who booked a wedding at the Four Seasons had the option of including a Stone Cold Fox custom wedding gown or adding adding silk robes for the bridal party. The

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