Alliance Data Systems Corp. has signed a multiyear agreement to provide private-label retail credit card services for David’s Bridal Inc. and its subsidiary Priscilla of Boston, encompassing 300 stores nationwide plus e-commerce operations, the Dallas-based company announced Aug. 26.

Alliance will replace the company’s existing credit card program with a one that incorporates account acquisition, receivables funding and marketing services that include welcome kits and appointment reminders David’s will mail to brides approved for its credit card.

The Conshohocken, Pa.-based retailer, with stores in 45 U.S. states and Puerto Rico, selected Alliance, in part, because of the “strategic” direct-marketing services and promotional support it plans to provide, Philip Galbo, senior vice president and treasurer of David’s Bridal, said in a statement.

David’s Bridal, the nation’s leading bridal store based on sales volume, claims 35% of the bridal market and is in the process of expanding to offer attire for all types of special occasions, including parties and proms.

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