Online guide for grooms is an Essential service

Australia’s booming wedding industry is worth $4.3 billion a year, according to IBISWorld, with the average wedding costing $36,000.

That figure is a 6.5% rise from 2010 and is predicted to grow to $4.7 billion in five years. While there are countless businesses catering for brides, grooms go largely unnoticed – until now.

Essential Groom, based in Woolloomooloo in NSW, is an online guide for grooms, offering everything from attire to honeymoon destinations.

It also gives advice on every wedding challenge imaginable, from prenuptial contracts to bucks party ideas.

Essential Groom co-founder Arian Nieron says the business idea came about two years ago when, as a newly-engaged man, he was chatting to his future business partner Anthony Salamon.

Neiron told Salamon that while he was excited about his big day, he had no idea what was expected of him. So the pair decided to create a service aimed exclusively at grooms.

The business has since partnered with high-profile brands including shirt label Herringbone, jewellery-maker Gregory’s and men’s department store Harrolds.

As weddings become bigger than ever, are there other niches that have been largely overlooked by mainstream players?

A service aimed solely at bridesmaids or the mother-of-the-bride might be in order.