In a world that often revolves around competition, Elina Vilk proposes a different approach: partnership. “I don’t believe in competitors. I believe in partners, and it’s an interesting philosophy,” Vilk says, challenging traditional business models. According to Vilk, the president and chief business officer of David’s Bridal, viewing businesses as partners rather than competitors transforms potential rivals into valuable allies, enhancing growth opportunities for all involved.
Vilk shared how she applies this philosophy to David’s Bridal during a conversation with Hili Banjo, managing director and customer growth strategy products portfolio lead at Accenture, at the Women in Retail Pavilion at Shoptalk.
By partnering with other bridal brands and boutiques, David’s expands its global reach without increasing dress production, boosting SEO and volume. “If I bring in more partners, our SEO gets better because we have more brands in the house,” noted Vilk. This shift in strategy not only improves market presence but also creates new monetization streams, ultimately building a thriving ecosystem where one plus one can equal three.
Women in Retail Leadership Circle members can view Vilk’s full interview here as well as all sessions from the Women in Retail Pavilion at Shoptalk 2026 here.