The Allure Bridals brand family has announced its plan to team up with the renowned luxury fashion label from Australia, Portia & Scarlett effective immediately.

Portia & Scarlett will continue its focus on design and social media marketing, as Allure provides all operational aspects including distribution through its Memphis distribution center and through its existing reps, and inclusion in the company’s customer service and credit policies and departments.

The Portia & Scarlett formalwear brand, established in 2014 by cofounders Vicki Vlahos and Danielle Vlahos, was founded upon their dream of designing stylish dresses with superior workmanship, sumptuous fabrics, fashion-forward colors and expert construction and fit…. a focus consistent with that of Allure and its 25 years of expansion in the bridal market with multiple successful bridal and formalwear collections.

“The exceptional expertise and unwavering professionalism exhibited by Allure are poised to yield profound benefits for Portia and Scarlett,” explained Vicki Vlahos. “Allure's team comprises esteemed professionals who enjoy widespread acclaim in the industry, thereby presenting Portia and Scarlett with an invaluable opportunity to expand into new markets through their profound logistical acumen.”

For Allure, this collaboration provides the company with an invigorated Prom offering and reentry into a market it exited several years ago, as well as the opportunity to serve the special occasion boutique market.

“Our commitment to excellence remains the heart of our mission,” explained Allure CEO Kelly Crum. “We are dedicated to delivery superior craftsmanship, affordability, and an extensive range of sizes to cater to all aspects of bridal and formal wear design. We look forward to joining forces with Portia & Scarlett, promising an unparalleled experience for our stores and their valued customers.”

The goal and benefit of this collaboration, according to Danielle Vlahos, is partially in the economy of scale the arrangement with Allure represents.

“By synergizing the boundless creativity and originality inherent to Portia and Scarlett with Allure's enterprising spirit, a truly transformative collaboration is on the horizon, with the potential for momentous achievements,” she said.

Portia & Scarlett will be presented in Allure’s Atlanta Showroom for next week’s Prom Market and will be included in all the Allure On Tour events throughout the country.

For additional details, stores are encouraged to contact their regional reps.