In February 2023, Mestad’s Bridal and Formal Wear closed abruptly in Rochester after roughly 45 years in business, leaving customers unsure whether the dresses they had already paid for would ever arrive. The buyer was this store. Bankruptcy filings put the price at $100,000, and Laura and Kennard Fellbaum of St. Cloud reopened the Rochester shop under the Celebrations name that March, with the outstanding orders to be filled.
That branch did not last. Celebrations moved it to Wellner Drive Northeast in October 2024, began a going-out-of-business sale the following March, and closed it by June 1, 2025, clearing off-the-rack wedding gowns at $99 and bridesmaid dresses at $30. What remains is the central Minnesota operation the Fellbaums started with: this St. Cloud store on West Division Street, plus a shop under the same name at 108 1st Street SE in Little Falls, about 30 miles north.
West Division Street
The St. Cloud address is 2940 West Division Street — Highway 23, the retail spine that runs from downtown out through the Crossroads Center corridor toward Waite Park. Older listings still place the store a few blocks east at 2716 West Division, so a phone map may send a driver to the wrong storefront. The shop’s former web address now loads an unrelated site that has nothing to do with formalwear; any directory still linking it is out of date, and Yelp currently shows the St. Cloud location as closed. Call before making the trip, and call a 320 number: any 507 listing attached to this business reaches the Rochester store that shut down in 2025.
Who shops here
St. Cloud does the retail work for a wide stretch of the state between the Twin Cities and the lakes, and its prom trade is not limited to the city’s own schools. Tech and Apollo are in town, along with Cathedral. The metro adds Sartell-St. Stephen and Sauk Rapids-Rice. Past that ring sit ROCORI in Cold Spring, plus Albany, Holdingford, Foley, Kimball, Melrose, Becker and Milaca — all closer to Division Street than to anything in Minneapolis. Minnesota proms land in late April and May, later than in most of the country, which is worth knowing if you are reading advice written for a Southern spring.
What is on the racks
Two prom labels list this store on their own retailer locators: Dave & Johnny and Tiffany Designs. Faviana also maintains a retailer page for the St. Cloud store and gives its size run there as 00 to 24W. Those are the brands that can be confirmed from the manufacturers’ own sites; treat any longer designer list in a third-party directory as unverified. By its own description the store is a full bridal-and-tuxedo operation — wedding gowns, bridesmaids, flower girl dresses, tuxedo rental — with prom as one department rather than the whole floor.
The alternative for a shopper who wants several stores in one day is the Twin Cities, about 70 miles southeast on Interstate 94. For families in Melrose, Cold Spring or Milaca, that is a materially longer day than a run into St. Cloud.