The fifth annual “Running of the Brides” takes place at Filene’s Basement in Atlanta on Friday, March 9, 2007. Hundreds of brides-to-be and their helpers are expected to be at the store at 3535 Peachtree Road NE in Buckhead when the doors open at 8:00 am. In fact, in past years, resourceful Atlanta brides-to-be have pitched tents on the sidewalk to get a good place in line, and then had their friends deliver refreshments during the wait.

The sale is wildly popular among brides because the savings are so great. Over twenty-three hundred designer and famous-name wedding gowns will be priced between $249 and $499 and a few very high-end dresses will be priced at $699. In bridal salons these dresses would sell for $900 – $9,000.

The gowns come from both American and European manufacturers and from high-end bridal salons. According to Filene’s Basement buyer, Kerri Loughlin, the labels are the same ones seen in all the popular bridal magazines. “This year’s assortment represents all the popular trends, including lots of strapless dresses.”

Filene’s Basement’s Bridal Gown Sale is often referred to as the “Running of the Brides” because it reminds people of the famous “running of the bulls” in Pamplona. Lines begin to form outside the store as early as 3:00 am. When the doors open at 8:00 am, the brides-to-be and their helpers run full speed toward the racks. In less than 60 seconds, the racks are stripped bare (store employees have to hold on to the fixtures so they don’t topple). The women grab whatever gowns they can, haul them off to a corner, strip down to their underwear and start trying on dresses. Minutes later the trading begins. Every dress, no matter what size, style or color, gets bartered for another, as each bride tries to find the gown of her dreams at a cut-rate price.

Filene’s Basement will open early for the sale at 8:00 am and close at its regular time of 9:00 pm. The sale is for one day only, and the gowns are not returnable. Checks, major credit cards and cash are accepted. For more information call 404-869-4466 or go to www.filenesbasement.com and click on “Bridal Event.”

Contact: Patricia Boudrot

617-348-7273 or 617-680-3485

Pat.boudrot@filenesbasement.com

yahoo news