Latest news with #KellyCook
Yahoo
09-07-2025
- Business
- Yahoo
The CEO of David's Bridal buys clothes from Goodwill and eBay—but swears by private chefs on vacation
Being in the C-suite is a high-pressure job with long hours, responsibilities to the board, and intense scrutiny. But what is it like to be a top executive when you're off the clock? Fortune's series, The Good Life, shows how up-and-coming leaders spend their time and money outside of work. Today we meet Kelly Cook, the CEO of wedding chain business David's Bridal. Chances are if you've been in the market for an affordable wedding dress sometime over the past seven decades, David's Bridal was a contender to find your dream outfit. Whether it be a fitted mermaid cut or flowing ball gown, the bridal chain has dressed more than 70 million customers over the past 75 years in operation. Two years after declaring bankruptcy, the business has made headway in its turnaround, including bringing veteran retail executive Cook on as CEO in April this year. Cook took the helm of David's Bridal after working her way up through marketing and technology roles for more than five years. But long before rising to be CEO of the business, Cook was amassing an impressive rolodex of brand expertise. In the 1990's, she started off as a logistics analyst for Continental Airlines—ascending to director of customer relationship management role after four years. People are her calling, so she took on employee and customer management at Waste Management for three years. And by 2009, Cook had stepped into the world of retail, acting as the chief marketing officer for several companies including DSW, Kmart, and Pier 1 Imports. 'I've always, always been attracted to turning ordinary brands into extraordinary ones,' Cook tells Fortune. 'I've gone from planes, to trash, to shoes, to big box, to specialty [companies]. When I was one of the very few female execs at Waste Management we said, 'We're women of trash but don't call us trashy women!'' Now, the 58-year-old serial executive is a key ingredient in the revamp at the largest bridal retailer in America. Cook says the business is already on track to hit profitability this year, with revenues 'in the hundreds of millions.' David's Bridal now has an AI-enabled wedding planner called Pearl Planner, and its 'Aisle to Algorithm' vision is aimed at making the company the largest retail, media, and planning business in the wedding industry. I adore men's jackets/blazers—I only get them at Goodwill. When Cook isn't spearheading the AI-led future of the wedding business, the Houston-based mom of five loves a good deal. She makes her own lunch everyday and buys men's jackets at Goodwill. But she also craves the finer things in life, splurging on at least one big purchase yearly and 'fab' custom-made suits from designers. She vacations three times a year and swears by hiring a private chef for her getaways, also cherishing her $199 wedding ring she's held onto for decades. 'Being CEO of David's is like being a wedding therapist, crisis negotiator, and fairy godmother all rolled into one,' Cook says. 'We calm down brides who are one broken nail [away] from DEFCON 1, and explain to moms why ivory and champagne are different colors.' If you have children, what do your childcare arrangements look like? I have five children (including triplets), three of whom are married, and we have our first grandbaby. We had four children under two, and a six-year-old. It was crazy. We couldn't afford childcare, we lived paycheck to paycheck. My husband, Damon, moved to night shifts and I worked day shifts managing a call center. I only saw him long enough to get pregnant with baby number five (wink wink). Because he moved to nights and I was days, we had a four-hour layover of childcare, and we were blessed to have an awesome nanny who had them for three hours a day until my mother-in-law got off work, then she had them for the last hour. When all five children hit their teens, my husband resigned from his position so we had one parent at home. Less than one month after he resigned, I was furloughed from my job. Prayers, prayers, prayers. I was blessed to find a job within 90 days which bridged severance. What are your living arrangements like: Swanky apartment in the city or suburban sprawling? We have a home in Houston, a ranch outside of Lufkin, and an apartment in King of Prussia. It's the best of all worlds. Do you carry a wallet? We only have one credit card, and no debt. My Scooby Snack of a husband is very good with money. I always have $2 bills on me. I've been giving them away for 20 years—to recognize great talent. Again, investing in people is everything. What personal finance advice would you give your 20-year-old self? Three pieces of advice: 1) Put something in savings with every paycheck…even if it's $5. 2) At least once a year, splurge on something super nice for yourself. 3) Never saying 'that's not my job' is the best way to earn more money. What's the one subscription you can't live without? I don't have any, but I can answer my favorite apps: TaskRabbit, Shipt, Akira, X, and Poshmark. Where's your go-to wristwatch from? Rolex (a gift from my husband). From now on, I will always hire a cook or chef on vacations. Last year, it was awesome not to be in the kitchen most of the day cooking for 12 people. How do you get your daily coffee fix? Two must-haves every single day: STOK Cold Brew, and Gaggia Milano, our coffee machine. I drink a large bottle of STOK every 2 days. Gaggia cappuccinos and jasmine hot teas are afternoon pleasures. What about eating on the go? Always eat lunch at my desk. I usually skip breakfast during the week, but brunch-baby-brunch on the weekends. I make my own lunches—ginger salads are a fave. DoorDash saves my life at least five times a week. Usually, cafe lattes in the mornings and dinners at the end of busy weeks. My favorite things to eat out: all Asian and Vietnamese food. I love it so much—and I'm so bad at cooking food Where do you buy groceries? Walmart app and the H-E-B app. Where do you shop for your work wardrobe? I adore men's jackets/blazers—I only get them at Goodwill. For crazy fun pieces to add flair and drama to a work outfit—AKIRA. The best. And every winter, I buy every fur coat they offer. They are the best at fur coats. My custom-made suits?! Only INDOCHINO. Such a fab, quality suit. Shoes—anywhere and everywhere. For tulle and sequins—David's Bridal. I've bought at least 12 gowns and cut them off for crop tops, flare skirts, silk overlays, etc. It's so fun and creative. Faded, old Levi's (which I wear at least once a week)—only eBay. There's an eBay seller who has the best selection for the price. And for men's leather bomber jackets, which I love, Buffalo Exchange. Being CEO of David's is like being a wedding therapist, crisis negotiator, and fairy godmother all rolled into one. Are you the proud owner of any futuristic gadgets? My bluetooth Ray Bans. I love music—and it's awesome when I'm buzzing around the ranch in our Kubota. How do you unwind from the top job? Answer: What's one amazing thing I did today? What did I learn today from my mistakes? What's something I'm grateful for that happened today? A nice meal with Damon. Go for a walk. Read. What's the best bonus treat you've bought yourself? Extra dark tint for my truck windows. That Texas heat! How do you treat yourself when you get a promotion? When I became CEO, Scooby Snack bought me a new wedding ring. The one he bought me 32 years ago when he proposed cost $199—and that was like a million dollars to us. The CEO ring was more, but I cherish them both the same. I bought a custom red leather jacket with small silver spikes on it, all handmade from this incredible Etsy seller. I can't wait to wear it with a delicate, frilly cotton dress or ripped Levi's and [Louboutins]. Take us on holiday with you, what's next on your vacation list? I take three a year: two with our whole family, and one with just Damon. Our family tradition is to rent a huge AirBnb at the beach. Such amazing fond memories. It's a splurge but definitely worth it. Last year, it was in Cozumel [Mexico], and the owners/host company were outstanding. From now on, I will always hire a cook or chef on vacations. Last year, it was awesome not to be in the kitchen most of the day cooking for 12 people. Fortune wants to hear from business leaders on what their 'Good Life' looks like. Get in touch: This story was originally featured on
CNBC
25-06-2025
- Business
- CNBC
58-year-old CEO started her career living on $882 a month: 'I ate a lot of pinto beans and cornbread' to save money
David's Bridal CEO Kelly Cook's career didn't always revolve around pearls, lace and wedding gowns. Cook, who became the new head of the international chain of wedding dress stores in April, worked night and weekend jobs to afford math classes at a junior college, she told The New York Times in an interview published Sunday. As a single mom at the time, she lived off just $882 per month, she said. "I ate a lot of pinto beans and cornbread," said Cook, 58. "It proved to me that life's tough, but you don't have to worry about life. Just worry about today." Looking back on her career, Cook learned more during night shifts as a registration clerk at an emergency room and as a bartender on weekends than she did as a college student, she said: "I wish it was a requirement to work a year in a service-related field before you go to college. Serving others, that really teaches you a lot about yourself."Cook later got master's degrees in finance and business administration from Tulane University, according to her LinkedIn profile. She got a job at Continental Airlines as a finance and logistics analyst, and worked her way up to a director level role there over the next 11 years, her profile says. She held C-suite marketing titles at DSW, Kmart and Pier 1 before becoming chief marketing officer at David's Bridal in 2019. The "critical soft skills" you learn in your first job — which could include skills like time management, customer service, communication or the ability to work under pressure, for example — can propel the rest of your career, McDonald's executive Tiffanie Boyd told CNBC Make It on October 29, 2023. In fast-food jobs, for instance, "you have to navigate a fast-paced environment and tight deadlines and expectations," Boyd said. "Once you get the hang of that skill, it can help you excel in any job ... because you're able to calmly process a lot of incoming information, take action quickly and deliver some type of result." If you have a solid set of soft skills, you'll probably be an attractive job candidate, Cook noted. "I would much rather hire for attitude than aptitude, because I can train you on a skill," said Cook. "The most underrated skill that they don't teach you in school is having intellectual curiosity about the world around you and being willing to suck at something new."
New York Times
22-06-2025
- Business
- New York Times
When Trade Wars Crash the Wedding
Brides have a lot to juggle when planning their weddings. Now, add tariffs to the list. When President Trump imposed steep tariffs on China and other countries, couples quickly realized that geopolitics could blow up their budgets for the big day. Everything from flowers to linens to catering might get more expensive. And that includes the wedding gown. About 90 percent of wedding dresses sold in the United States are made in China, according to the National Bridal Retailers Association. Distressed brides are on TikTok, sharing budgeting advice. As one of the millions of Americans currently planning a wedding — an estimated two million ceremonies are expected to take place this year — I watch at least a dozen of these videos a day. Kelly Cook is watching, too. In April, she became the chief executive of David's Bridal, the largest wedding dress retailer in the United States. The company, which says it sells one in three wedding dresses in America, relies heavily on workers in China to produce its gowns, which typically sell for $700 to $800. Ms. Cook, who was previously president of brand, technology and finance at the company, has recently shifted dress production to countries throughout Southeast Asia. By this summer, none of its dresses will be made in China, down from two-thirds at the end of last year. But that won't necessarily spare the company from tariffs, given the global scope of Mr. Trump's levies. It's just the latest challenge for David's Bridal, which tipped into bankruptcy twice in five years, most recently in 2023. The company has nearly 200 stores across the United States and Canada and about 5,000 employees. Want all of The Times? Subscribe.
Miami Herald
29-05-2025
- Business
- Miami Herald
After Chapter 11 bankruptcy, key retailer debuts new store concept
The past few years have been tough on the retail industry, and no sector of the market has been spared. We've seen popular mall clothing stores shutter and niche stores like Party City and fabrics giant Joann say goodbye for good. The trouble started in 2020, when stay-at-home orders forced consumers to do their shopping online. Retailers that weren't ahead of the game on the shipping front lost out to giants like Amazon and Walmart that already had those networks in place. Don't miss the move: Subscribe to TheStreet's free daily newsletter Once society reopened, inflation started to take a toll. And while it's cooled these past couple of years, consumers are still grappling with higher costs. Related: Iconic mall retailer closing more stores this month That's forced a lot of people to make changes in the way they spend money, including cutting back on retail purchases. And so not surprisingly, a number of popular brands have been forced into bankruptcy as a result of sluggish sales. Image source: Getty Images The pandemic not only hammered the retail industry, but it also did a number on the wedding industry. At a time when people were told not to get within six feet of each other, the idea of gathering dozens of guests in a room to celebrate someone's marriage wasn't exactly feasible or appealing. Related: Walmart makes surprise cuts as it looks at tariff price hikes Not surprisingly, David's Bridal lost out on a ton of business not just during the pandemic, but in the months that followed. So it wasn't surprising when the company filed for Chapter 11 in April of 2023, marking the company's second bankruptcy filing. The first took place in 2018. At the time, the goal of filing for bankruptcy was for David's Bridal to reduce its debt and reorganize. The company was able to save about 200 stores from closing and keep them operating. But it was clear at the time that the brand needed a refresh. And that's been the focus since. David's Bridal has been trying to reinvent itself since filing for bankruptcy. Part of that shift has the company building out an online marketplace that goes beyond traditional wedding dresses to include men's attire and party dresses. Now, David's Bridal is debuting a new store concept called Diamonds & Pearls in Delray Beach, Florida. If it proves successful, the company plans to open additional locations. Related: Iconic department store flagship survives, still could close Diamonds & Pearls will carry merchandise that's not available at other David's Bridal locations. The goal is to pare down inventory and instead offer a more exclusive, curated assortment of products that range from "affordable luxury to couture." "[Diamonds & Pearls] is where trend meets tradition, where high fashion meets high touch and high tech, and where we bring the full power of David's and all of our offerings into a modern, elevated setting," CEO Kelly Cook said in a statement. In addition to carefully selected inventory, Diamonds & Pearls will feature digital technology that makes it easier for customers to shop. Given the past struggles of David's Bridal, it makes sense for the company to try to position itself as a hipper, more tech-savvy version of what it's known to be. The question, though, is whether it will succeed. More Retail: Walmart CEO sounds alarm on a big problem for customersTarget makes a change that might scare Walmart, CostcoTop investor takes firm stance on troubled retail brandWalmart and Costco making major change affecting all customers At a time when consumers are spending more cautiously, many are bucking the traditional wedding trend in favor of low-key gatherings. It will be interesting to see if David's Bridal is able to stay afloat during these interesting economic times. But having filed for bankruptcy twice already, the company is no doubt eager to avoid flirting with a third go-round. The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
Yahoo
22-05-2025
- Business
- Yahoo
You Can Now DoorDash a Wedding Dress. Yes, You Read That Right
Last-minute brides can now get a wedding dress delivered right to their door in under an hour, thanks to an exciting partnership David's Bridal recently confirmed it was teaming up with DoorDash to allow those planning to tie the knot the ability to order dresses, accessories and more "David's takes the stress away so you can focus on celebrating and feeling beautiful and confident for any special occasion," the company's CEO, Kelly Cook, said in a previous press releaseDavid's Bridal has a new service for brides who might need a wedding dress — fast. The 75-year-old bridal boutique recently announced it was teaming up with DoorDash to provide brides-to-be the option to get a wedding dress delivered to their door in under an hour from its 180 locations nationwide. Since the launch with DoorDash, David's Bridal has made over 2,000 deliveries with delivery under an hour, with the majority of orders coming from Las Vegas. This marks the first time DoorDash, which is the largest food delivery platform in the U.S., has branched out into the wedding and special occasion category, a previous press release stated. Customers "will have quick and easy access to everything they need with a few taps of a button, to make every occasion special, take the stress out of the wedding and event planning process or solve last-minute snafus," the release added. Kelly Cook, CEO of David's Bridal, said, "We are thrilled to partner with DoorDash. When we tested the partnership in the market, customer feedback was fantastic! Our 'Anywhere Commerce' strategy means just that - anywhere she wants it. 'I can't believe it, how fun?!' was our favorite customer quote," per the previous release. "We're already seeing dresses, accessories and intimates as the top David's product categories being shopped through DoorDash," Cook said in December. "Whether you prefer the convenience of doorstep delivery to help save time during the planning process, need a perfect dress for a last-minute holiday party invite, a save-the-day solution to a suddenly stained bridesmaid dress on the big day or a fabulous pair of 'party-all-night' shoes - David's takes the stress away so you can focus on celebrating and feeling beautiful and confident for any special occasion," she added. Cook told CBS MoneyWatch this month that approximately 17 percent of David's brides are looking for dresses for weddings that are less than three weeks away. "So we have to serve the last-minute brides," Cook said, per the outlet. It's been an exciting few months for David's Bridal, as the company just opened a "new boutique bridal experience" store called Diamonds & Pearls in Delray Beach, Florida. Never miss a story — sign up for to stay up-to-date on the best of what PEOPLE has to offer, from celebrity news to compelling human interest stories. According to a press release: "With bespoke styling appointments with David's expert Personal Stylists, exclusive in-store product offerings, and thoughtfully designed interiors, this location further reflects David's commitment to showcasing exceptional artistry and craftsmanship, extending from its carefully curated collection of bridal attire to every detail in the thoughtfully designed interior space, unlike anything David's has done before." The launch comes just over two years after David's Bridal announced it was filing for Chapter 11 bankruptcy protection in April 2023. It was acquired by CION Investment Corporation in July of that year, Forbes previously reported. Read the original article on People
