King of Prussia-based David’s Bridal CEO Kelly Cook is putting her signature spin on a legacy brand, writes Emma Burleigh for Fortune.
Cook stepped into her new role in April, bringing decades of experience turning underdog brands into category leaders. Her résumé is a tour of American business: logistics at Continental Airlines, CRM at Waste Management, and marketing roles at DSW and Pier 1. Now she’s guiding the country’s largest bridal retailer through its next chapter after bankruptcy.
“I’ve always, always been attracted to turning ordinary brands into extraordinary ones,” Cook said. That includes giving King of Prussia’s David’s Bridal a tech-forward makeover. With AI tools like Pearl Planner and a new “Aisle to Algorithm” strategy, the company is eyeing profitability and dominance in weddings, not just dresses.
Cook balances glamor with grit. On one hand, she insists on a private chef for her three vacations a year and cherishes the Rolex gift from her husband. But she also shops Goodwill and flaunts her $199 wedding ring decades later.
Her secret? Investing in people and recognizing great talent.
Read more about the new David’s Bridal CEO, Kelly Cook, in Fortune.
