Lacey Campbell scooped up the first DC area franchise territory for Bella Bridesmaid. She needed help finding the right location at the right price. Capital Retail Group was hired by Bella Bridesmaid to find a space and negotiate lease terms.

The Opportunity

Most of the bridal market is focused on just traditional wedding dresses. Yet, recent consumer surveys show the modern bridesmaid want an offering of appropriate, yet versatile, dresses. Bridesmaids are seeking a stylish yet affordable selection of dresses that are appropriate for a wedding, but versatile enough to be worn to any cocktail or dinner party.

The Challenge

The wedding business is cyclical and took a beating in 2009, as evidenced by several local bridal store closings. The business model dictated a low rental rate in a highly affluent location while not spending money on capital improvements to the space. Landlords were hesitant to engage with first time business owners.

The Result

Capital Retail Group, LLC created an outbound marketing campaign outlining the tenant requirements and desired rental rate. With a solid business plan in hand, Capital Retail Group found a 2nd floor space in Bethesda Maryland and successfully negotiated lease terms including a tenant improvement allowance. Additionally, Capital Retail Group referred construction vendors for the interior modification and coordinated an interview with a Washington Business Journal reporter.