Brides.com and Bloomingdale’s Set the Table

Brides.com has hooked up with Bloomingdale’s to launch a new tool geared for helping soon-to-be-wed couples through the ever-important process of picking out their china.

The new ‘Set Your Table’ tool enables users to set a virtual table step by step, from selecting a ‘charger’ (i.e. decorative plates) to drinkware and flatware, mixing and matching various colors and patterns to their liking. The tool features images and specs on 300 different products sold by Bloomingdale’s directly online from 19 different brands, including Baccarat, Kate Spade, Lenox, and Vera Wang. More products and brands will be added to the tool down the road, said Brides.com officials.

Once their preferred setting combinations are completed, couples can then add their choices to their wedding registries on Bloomingdales.com, where guests and loved ones can purchase the items as gifts.

Marketing-wise, Set Your Table appears on Brides.com but is clearly presented as a co-branded product—in fact the tool is labeled as “from Bloomingdale’s and Brides.com.” Links to Bloomingdale’s Wedding Channel are given prominent placement throughout the table-setting process.

In addition, Brides.com plans to promote the new tool heavily, including callouts on its homepage, registry section, email newsletters, and on various blogs and social networking applications. Similarly, Bloomingdale’s will tout the product in a national magazine campaign and on the Web.