Allure Bridals expands portfolio with acquisition of Portia & Scarlett

Allure Bridals, a well-known bridal brand recognized for its craftsmanship and design, proudly announces the significant acquisition of Portia & Scarlett, an innovative formalwear brand based in Australia. This move marks a pivotal step in expanding into the prom and pageant space. The union aims to amplify the global reach of both brands while maintaining a commitment to cutting-edge designs.

With Allure Bridals taking the lead in the Portia & Scarlett business, an exciting venture into the prom and pageant industry unfolds. This strategic acquisition emphasizes a shared goal of global expansion and a dedication to delivering exceptional designs. Portia & Scarlett, founded in 2014, gained international acclaim for its pageant looks and dedication to creating stylish dresses with superior craftsmanship.

Portia & Scarlett is celebrated for its contemporary fabrics, trending color palettes, and expert construction, catering to a diverse range of sizes. Having sold over 2,000 styles in 47 countries worldwide, this acquisition positions Portia & Scarlett for continued growth within the Allure Bridals brand portfolio. The shared commitment to innovation and excellence in the bridal, formalwear, and prom industries aligns seamlessly with the mission of both brands.

Kelly Crum, CEO, expresses that championing innovation and continual evolution is fundamental to both brands’ missions. The union signifies a shared milestone, emphasizing their mutual commitment to excellence in the bridal, formalwear, and prom industries. The goal is to expand Portia & Scarlett’s global presence and achieve new heights together.

This strategic acquisition follows the recent debut of the Bridgerton Wedding Collection and the ongoing success of the Disney Fairy Tale Weddings Collection by Allure Bridals. It signals the next phase of growth for both Portia & Scarlett and the entire Allure Bridals brand family, showcasing a commitment to advancement and elevated positions in the industry.