A pair of childhood friends have turned an unlikely career shift into a fast-growing fashion success story, launching a luxury prom dress brand that now operates across four retail locations in the UK.
The founders, Vaness Kenley and Samantha Cohen who originally began their careers in the legal profession, have transformed their shared passion for fashion into a thriving business that is quickly gaining attention within the formalwear market.
Their brand, Dress2Party currently has stores in London, Leeds, Liverpool and Glasgow and has grown alongside the boom in prom nights for students finishing year 11 and 13.
From Legal Careers to Fashion Entrepreneurs
After building careers in law, the founders made the decision to pursue a long-standing interest in fashion. Drawing on their personal experiences and understanding of the prom and occasionwear market, they identified a gap for high-quality, stylish dresses that remained accessible to UK customers.
What began as a shared idea between friends has since evolved into a fully established brand, combining business expertise with creative direction. Their legal backgrounds have also provided a strong foundation in structure, planning, and long-term growth.
Dress2Party Expanded to Four Nationwide Stores
The brand has rapidly expanded, now operating four physical stores across the UK, with their flagship store in Wigmore Street in London.
“Our stores are strategically placed to cover the south and north of England effectively,” Kenley explains.
“Our Merseyside branch is perfect for the people of Southport and teens looking to find the perfect prom dress, or elegant gown for a fancy occasion,” she continues.
“We also serve customers online with fast delivery available.”
Each store, including our prom dress shop in Liverpool, has been designed to create a premium shopping experience, reflecting the brand’s focus on luxury while remaining approachable.
The founders have prioritised customer service, ensuring that each visitor receives individual attention when choosing their prom or special occasion outfit.
Meeting Demand in the Prom Market
The prom dress market in the UK has grown dramatically in recent years, with students increasingly looking for standout designs for milestone events. The brand has positioned itself to meet this demand by offering a wide range of styles, colours, and fits.
By focusing specifically on prom and occasionwear, the company has been able to build a strong identity in a niche but highly competitive sector. Their collections aim to balance trend-led fashion with timeless designs, appealing to a broad audience of young customers.
Innovating Through Challenges Such as COVID
During the COVID-19 pandemic, while many retailers diversified into unrelated product lines, Dress2Party took a different approach. The company began designing and manufacturing its own dresses, turning part of its retail space into a working design and production area.
This move allowed the brand to maintain control over quality, expand its price range, and develop a unique in-house collection. It also strengthened its position in the market as both a retailer and a creator of fashion.
The launch of its own label marked a key milestone, helping the business evolve from a stockist into a brand with its own identity.
Customer Experience is Everything
A key differentiator for Dress2Party has been its emphasis on personalised customer service. The founders remain actively involved in the business and are often present in stores, working directly with customers.
The company offers appointment-based shopping experiences, expert styling advice, and tailoring support to ensure each customer finds the right dress.
This hands-on approach has helped build strong customer loyalty and word-of-mouth growth, particularly in regional markets.
Following The Growth of The Prom Market
The rise of Dress2Party closely mirrors the growth of the UK prom market itself. Proms have evolved into a major social event, with increasing demand for standout dresses and personalised styling experiences.
The business has capitalised on this trend by focusing exclusively on occasionwear, allowing it to build deep expertise and a strong reputation in the sector.
In addition to prom dresses, the company now caters to a wider range of events, including weddings, black-tie occasions and milestone celebrations, further expanding its customer base.
Future Growth Plans
With four established stores and a growing online presence, Dress2Party continues to look ahead. The founders have made clear their ambition to expand further, both geographically and through product development.
Their goal is simple but ambitious: to become the go-to destination for occasionwear across the UK and beyond.