ellie

What ellie does

Ellie Wilde is a private fashion brand specializing in prom, homecoming, and formal occasion dresses, operated as a sub-brand under Mon Cheri (legal name 'Ellie Wilde by Mon Cheri') with creative direction led by designer Evelyn Jia. The brand targets young women seeking glamorous, fashion-forward formalwear for high school proms, homecoming dances, pageants, galas, and similar events. The core product portfolio spans prom dresses, evening dresses, and homecoming dresses, with merchandising broken down across fabric (jersey, lace, sequin, tulle), silhouette (A-line, ball gown, mermaid, sheath, trumpet), neckline (off-the-shoulder, plunging, strapless, sweetheart, V-neck), and detail categories (beaded, embroidered, open-back, slit, with-pockets, corset/lace-up backs). Collections are released seasonally, with documented activity from at least Spring 2019 through the Spring 2026 launch.

The business operates through a hybrid distribution model: an owned direct-to-consumer e-commerce storefront at elliewilde.com supported by a store locator, wishlist, and trunk-show event programming, alongside a wholesale channel of authorized independent retail boutiques and department stores. Wholesale ordering is facilitated through a dedicated B2B portal at retailerportal.moncheribridals.com, and the brand actively recruits new partners via a 'Become a Retailer' program. Pricing is not publicly disclosed on the website, with products shown as 'Out of Stock' and final pricing handled through retailer quoting and fitting services.

Revenue mechanics are driven by one-time dress sales to end consumers, with the brand operating as a non-listed private company under the Mon Cheri corporate umbrella (governed by New York law). The company is GDPR-compliant with a stated worldwide market reach, and customer service is routed through mcbridals.com (609-530-9300). No venture capital, private equity, or public ownership has been disclosed. The underlying technology is a standard e-commerce platform with catalog management, store-locator, and basic account features; no proprietary AI/ML or advanced technology differentiation is present.

Name

ellie

Legal name

Ellie Wilde by Mon Cheri

Website

https://elliewilde.com

Company type

Private

Operating status

Operating

Short description

Ellie Wilde, a sub-brand under Mon Cheri, designs and sells prom, homecoming, and formal evening dresses through its own e-commerce site and a nationwide network of authorized retailers, targeting young women seeking glamorous special-occasion wear with seasonal designer-led collections.

Ownership category

akta.pro rank

Product category

Prom & Formal Wear

NAICS

Clothing and Clothing Accessories Retailers (4581), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

akta.pro secondary industry

Special-Occasion & Formalwear Department Stores (CRAGAGAG)

Keywords

• Prom dresses
• Formal evening wear
• Evening gowns
• Homecoming dresses
• Occasion wear

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Direct Dress Sales: The company generates revenue through direct sales of prom dresses, evening gowns, and formal wear to end consumers via their e-commerce website and authorized retail partners. Products are sold at retail price points with no publicly disclosed pricing on the website.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Ellie Wilde designs and markets glamorous prom, homecoming, and formal evening dresses sold through a network of authorized retail boutiques and its own e-commerce website. The brand offers extensive style variety across multiple silhouettes (A-line, ball gown, mermaid, sheath, trumpet), fabrications (jersey, lace, sequin, tulle), and 12+ color options, with signature features such as corset bodices, lace-up backs, and pockets. The brand operates as a sub-brand of Mon Cheri and releases seasonal collections, with the most recent being the Spring 2026 line.

Product overview

Ellie Wilde by Mon Cheri is a prom and formal dress brand offering a comprehensive portfolio of occasion wear. The core product line centers on prom dresses supplemented by evening dresses and homecoming styles. Products span multiple dimensions including fabric types (jersey, lace, sequin, tulle), silhouettes (A-line, ball gowns, mermaid, sheath, trumpet), and special features (corset/lace-up backs, beading, embroidery, pockets). Collections are released seasonally with Spring 2026 being the most recent launch. The brand operates through authorized retail partners via a dedicated B2B retailer portal, with designer Evelyn Jia leading the creative direction under the Mon Cheri parent company.

Differentiator

Problem solved

Functional benefit

Products and services

• Prom Dresses

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Mon Cheri BridalcoreStrategic or Co-development PartnerEllie Wilde is a sub-brand operated under Mon Cheri Bridal. The Terms of Service identifies the website as 'operated by Ellie Wilde by Mon Cheri.' The brand leverages Mon Cheri's established infrastructure, retailer relationships, and industry expertise in formal wear.
• FacebookminorGTM or Marketing PartnerFacebook is referenced in the Privacy Policy as one of the 'carefully selected partners' with whom customer information is shared to 'enhance your shopping experience.'

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Sherri Hill: Designer prom and special-occasion dress brand targeting the same high school and pageant customer with couture-level eveningwear. Directly comparable product mix, distribution via authorized retailers, and seasonal collection cadence.
• Jovani: Established prom, evening, and mother-of-the-bride dress brand sold through a national network of authorized retailers. Closely matched in product categories, retail distribution model, and price-point positioning.
• Mac Duggal: Designer-led prom and eveningwear brand offering gowns and cocktail dresses through specialty boutiques and department stores. Overlaps with Ellie Wilde on silhouettes, embellishments, and target occasion.
• La Femme: Prom, homecoming, and formal dress label with extensive color and silhouette variety sold via authorized retailers. Comparable catalog depth and seasonal release rhythm.
• Alyce Paris: Prom and special-occasion dress brand carried by the same type of formalwear boutiques as Ellie Wilde. Direct overlap in fabric categories (lace, sequins, tulle) and target demographic.
• Terani Couture: Prom, pageant, and evening gown designer brand distributed through authorized specialty retailers. Comparable on glamour-forward design and teen/bridal-adjacent customer.
• Rachel Allan: Prom and evening dress designer brand sold through the formalwear boutique channel. Similar silhouettes, embellishment styles, and seasonal collection cadence.
• Tony Bowls: Evening and special-occasion dress designer with formalwear boutique distribution. Comparable target use cases (galas, pageants, proms) and couture embellishment approach.
• Cinderella Divine: Prom and special-occasion dress brand carried by formalwear boutiques nationwide. Comparable product assortment (mermaid, ball gown, A-line) and price positioning for the prom customer.

Broad incumbents

• Mori Lee: Sibling formalwear brand within the Mon Cheri family of labels, also producing prom and evening dresses. Provides a useful portfolio-level benchmark for Ellie Wilde's positioning relative to a longer-tenured Mon Cheri property.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/elliewildeformoncheri

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ellie