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Broadway Twist To This Year’s Running of the Brides Sale


Legendary sale of designer wedding gowns at bargain prices moves uptown to Filene’s Basement on Broadway

Mamma Mia! lovebirds Sophie & Sky will officially open the doors at 8:00am this Friday, February 18

February 14, 2011 — New York, NY Hundreds of brides-to-be are expected at the next Running of the Brides® sale this Friday, February 18, hoping to snag the wedding gown of their dreams at a cut-rate price. This year’s event moving uptown to the Filene’s Basement-SYMS Tailored & Tux on Broadway and 80th.

To help celebrate 10 years on Broadway, Mamma Mia! lovebirds Sophie and Sky (Liana Hunt and Corey Greenan), will officially open the doors at 8:00am letting loose scores of brides and their helpers to wade through over 2000 designer-label gowns. So deep are the discounts, many customers will literally pounce on dresses priced from $249-$699 that might otherwise cost as much as $10,000.The racks are emptied in less than 90 seconds as the brides and their teammates, many in clever matching outfits, grab the first dresses they reach. Then it’s time for the women to strip – down to leotards, sports bras or even underwear – to try on gowns in the middle of the sales floor.

If it doesn’t quite fit, the experts from Meurice Garment Care can do the trick, and the bride can still come out way ahead. But what happens if a petite bride finds she pounced on a size 14 dress in pink chiffon instead of a size 4 in white satin? That’s when the fun begins, as team members fan out to barter one dress for another to find the right style or size—a ritual that turns Filene’s Basement into an old-fashioned bazaar.

For brides who don’t like crowds there are plenty of great deals to be found later in the day when things calm down. Be there at 8:00am for the ‘rush to the racks’ or plan to arrive later, but don’t forget to bring a camera—veterans of this sale agree, it’s an experience worth preserving.

The Running of the Brides® sale takes place Friday, February 18, 2011 at Filene’s Basement/SYMS Tailored & Tux, 2232 Broadway (80th), New York. Hours are 8:00am to 10:00pm. Checks, credit cards and cash are accepted. All sales are final. For more information call 212-873-8000 or visit


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