A Garston business created by two childhood friends is aiming to dress women across Liverpool for their most important occasions. Dress2Party was launched in London by former lawyers Samantha Cohen and Vanessa Kenley, who are now in their mid-fifties, after they decided to move away from their legal careers and start something completely different.
Their new direction began with a small shop focusing on party and prom dresses, and what started as a simple idea quickly grew into a successful business.
As school proms became more popular and expectations increased, the demand for specialised prom outfits rose, and the company expanded to meet it. Samantha said the business has grown in line with the increasing importance of prom, which has now become a significant milestone for teenagers.
The company now operates locally, as Dress2Party in Liverpool, originally opening a shop in the city centre before moving to a larger and more stylish premises at The Matchworks on Speke Road. The space allows them to stock a wide selection of well-known designers, including Sherri Hill, Jovani, Mori Lee and Mac Duggal.
They also run a sister business, Sisterhood Bridesmaids, from the same site. Their aim is to give every customer a personal and enjoyable shopping experience, supported by excellent service and high quality products. A section of the Liverpool store is dedicated to dresses designed and made in house, allowing the company to offer unique items developed using their knowledge of what their customers look for.
Samantha explained that the company took a different approach during the pandemic, choosing to begin manufacturing their own dresses rather than switching to casual items, which many competitors did.
With strong knowledge of colours, shapes and styles that appeal to different buyers, they transformed part of their shop into a workspace where they could experiment and create new ranges. They also expanded into bridesmaid dresses during the same period.
Their move to Speke Road gave them the space they needed, with the large unit split equally between prom wear and bridesmaid ranges, and supported by a strong team and an online operation.
Samantha believes that after the restrictions of the pandemic, people are more eager to dress up and celebrate special moments, and that Liverpool shoppers in particular enjoy glamorous and colourful styles.
She has noticed an increase in black tie weddings, milestone birthdays and formal events as people embrace the chance to go all out. She describes Liverpool customers as friendly, fun and enthusiastic about fashion, and feels the city offers a warm and positive atmosphere for the business to grow.