The luxury retailer, which wants to target Millennials with experience-rich, salon-like stores, opened its first U.S. flagships this month, in Coral Gables, Fla., and New York City.

Pronovias is now set to open a store at the Houston Galleria in July; in Beverly Hills in October; and in Boston; Philadelphia; and Austin, Texas, during the fourth quarter of this year.

“We are targeting big cities,” CEO Amandine Ohayon told WWD. “There is a massive opportunity in the U.S. It’s an $80 billion bridal market by 2020 and 20 percent bigger than the whole European market.” In Europe Pronovias operates 40 company-owned stores and also has 30 franchises. All the U.S. stores are to be company-owned.

Pronovias' merchandise is made to order and is designed in Barcelona, though the alterations are done in-store. Prices start at about $1,800 per item and can go to as high as $50,000 each.