Wisconsin nonprofit benefits from ‘Dream Dress for Less’ sale

Friday, March 14, 2025

As reported by Mackenzie Davis, WMTV-NBC 15 

If you’re a bride-to-be or are looking for a gown for an upcoming event at an affordable price, there’s a unique pop-up sale taking place on Madison’s east side.

Agrace is hosting the ‘Dream Dress for Less’ closeout sale from March 13 – 23, 2025 at East Towne Mall.

“This is truly like a once-in-a-lifetime kind of opportunity,” Agrace’s Manager of Retail Business Katie O’Grady said.

Over 1,200 never-worn bridal gowns, wedding party dresses, quinceañera gowns and other special-occasion dresses were donated by Moments to Cherish Bridal in Verona.

Bridal gowns and special-occasion dresses in a variety of styles and sizes will be offered for prices ranging from $50 to $500.

“We love being able to provide a really beautiful product to someone who’s on a tighter budget,” O’Grady added. “Weddings can get expensive so if you can get something you really love at a lower price tag, go ahead and do it.”

All proceeds of the sale benefit Agrace, a Wisconsin-based nonprofit, which provides high-quality hospice care, supportive care and grief support across southern Wisconsin.

“It’s nice to be able to put something together, especially so quickly, and have a really positive impact that’s really uplifting,” O’Grady said.

The sale goes until March 23, or while supplies last, inside East Towne Mall.

“I think that this is kind of a unique opportunity for people to have a really unique story behind their dress which I think can add to someone’s wedding story where they have a great story about where they got the dress, where the money went for that dress and how that kind of extends past just the magic of the day,” she said.

The sale will open with the mall and close at 5 p.m. each day of the sale:

• Monday – Saturday: 10 a.m. – 5 p.m.
• Sunday: 11 a.m. – 5 p.m.

For more information about the sale and to view some available dresses, click here.