david's bridal has appointed kelly cook as its new CEO as the company aims to transform from a traditional retailer into a media powerhouse and online marketplace for bridal products, following two bankruptcies.

david's bridal is transforming into a bridal media powerhouse by appointing a new CEO and expanding its online marketplace.

kelly cook is the new CEO of david's bridal, the second woman to hold the position in the company's 75-year history.

jim marcum is transitioning from CEO to executive chairman of david's bridal.