Next are gambling that frothy bridal frocks could help revive the flagging department store market, starting in Manchester.

Next have chosen Manchester to launch a new move into the bridal wear market, setting aside 3.7K SF on the third floor of their Manchester Arndale department store. This is their first in the U.K., Retail Gazette reports.

This could be part of the answer to the blight on department stores which, in the last fortnight, has seen House of Fraser close 31 outlets, Marks & Spencer retreat and Debenhams issue profit warnings.

The chain has partnered with Wed2b to run a concession. Wed2b already operate 33 bridal gown outlets in the U.K., most offering dresses at prices below £700. This makes them affordable in the mad, one-off world of wedding economics and a good fit with the Next customer base.

If the trial is a success the concessions will expand across the country.