America has given us a lot of brilliant things over the years: fast food, Beyoncé and mass produced automobiles. Then there’s the slew of fashion brands that have successfully infiltrated our shores and wardrobes (think Victoria’s Secret and J. Crew). Which brings us to the order of today: another new US label has landed. And like so many that went before them, they plan to shake things up. And by 'things' I mean weddings.  Make way for David’s Bridal.

Let’s get the awkward bit over and done with: the name is not good. But that hasn’t stopped David’s Bridal from becoming a giant in the the States. Giant is not an exaggeration. They dress more than a third of all American brides. They offer over 200 different styles of wedding dresses. They’ve clocked up more than 300 stores. They carry ranges from some of the most distinguished and desirable wedding gown designers in the world, Vera Wang included. In short, they are a massive (beautiful) beast of a company, and today they officially opened their doors to British brides.

The new UK flagship store is in London’s Westfield Stratford City shopping centre. It’s a palatial unit - an impressive 3,000 square meters - set over two floors, and in so many ways it's at odds with the traditional bridal offering in the UK. You don’t need an appointment (though booking is recommended), there’s no limit on how many people you can take with you ('you can bring all your girlfriends!'), sneaky selfies aren't needed because photographs are actually allowed (encouraged even), alterations are done in store and there are gowns in stock in every dress size from a 4 through to a 30. These might sound like little, inconsequential things, but anyone who has ever been wedding dress shopping will tell you (probably through teary eyes) that they are not the norm, and they make a big difference to the bridal experience.

Add to these the other little products and services on offer, like the complimentary shoe dyeing, the customisation options, and the extensive range of bridesmaid, flower girl and mother of the bride get-up, and suddenly the brash convenience of this place makes it even more appealing.

The staff deserve a shout out too. They’re not American, but they could be - they’re brimming with enthusiasm about the product (and generally), and they spout a lot of positive adjectives. Charly Rok, the Vice President of Public Relations at David's Bridal, explains ‘they are so well trained - we put them through a 3 month training programme.They’re really proud to be doing this job; I mean this is a job that you actually go home smiling every day - your face hurts because you hear these peoples stories and you’re just like 'oh my god I’m making this person’s dreams come true by helping them find their perfect wedding dress'’.

The staff won’t be the only ones smiling in David’s Bridal though. While Rok admits that what they offer won't be loved by everyone 'though we hope it will',  with more than 150 wedding gowns in store at very accessible prices points (Vera Wang from just £675!) we're pretty sure there’ll be lots of grinning brides too.

Click through the gallery to see the best dresses from the store, and then mark our words: the arrival of David’s Bridal is a game changer.

David's Bridal, The Street, Westfield Stratford City, Montfichet Road, London, E20 1EN. Telephone: +44 (0)208 519 4083