David’s Bridal Buys Blueprint Registry

David’s Bridal is taking a dive into the digital with a new acquisition aimed at making it easier for brides to register for wedding gifts.

The big name in bridal retail has snapped up Seattle-based Blueprint Registry, an online universal gift registry. Using the services, consumers can add gifts from any retailer, import existing registries, and create cash registries. The deal between the two firms officially closed on Aug. 23.

For now, Blueprint’s team will stay in Seattle and remain under CEO Nevin Shetty and chief creative officer Lizzy Ellingson. The Blueprint executives will now report to Scott Key, the CEO of David’s Bridal. David’s has also, according to reports, offered to employ both Bluprint’s tech and executive teams.

Blueprint’s special sauce is its focus on visual registries, which allows users to create visual, room-by-room “blueprints” for those who want to purchase gifts. Retailers that appear in the highly curated catalog of goods include Anthropologie, Crate & Barrel, Target, Williams-Sonoma and West Elm.

“As we move forward, our goal is to make all wedding planning simpler for our customers by offering the additional services we know they need,” said Key. “We’re thrilled to integrate Blueprint Registry’s unique registry concept into our business in order to make the busy lives of our brides easier.”