Crate & Barrel is teaming up with Zola, a digital wedding registry app.

Crate & Barrel is teaming up with Zola, a digital wedding registry app. The home goods brand will be bringing 3,500 products to the platform. Brides-to-be make up 10% of Crate & Barrel’s business, so why are they giving a leg up to their competitor? Their CEO explains that they “recognize that our customers want to shop where they want to shop” and they’re willing to meet them there, rather than fight the fast-rising tide of Millennialized wedding startups. (recode)