Jonathan Ordon is in the business of selling whatever his clients need to get rid of. He’s auctioned off reams of industrial fabric, sold boats and planes, and liquidated logging machinery and metallurgy equipment.

He just never expected to know so much about wedding dresses.

“Now I understand a little bit more of what the girls are going through,” Ordon said, rhyming off his acquired knowledge on fascinators, proper fittings, the nuances of style between poofy and form-fitting, and the rigours of alterations that can sometimes take months.

“I’ve had to spend hours on Pinterest trying to understand,” he said. “Even if I was getting married, I didn’t anticipate the countless hours looking through dresses online.”

The 32-year-old man, as yet unmarried, has taken on the task of selling off the whole inventory of gowns at Windsor Bridal, a shop that was once the largest bridal store in Canada, said Herman Miller, who opened the store on Spadina Ave. in 1976.

He said the bank called in a loan last month, forcing him to close the door and go into receivership. “I’m not feeling wonderful,” said Miller, 76, who now plans to retire.

“I put a lot of years into it and what can say? You got to change with the times.”

But as Windsor Bridal’s doors close another door is opening for bargain-hunting brides across the GTA.

Ordon said he spent hours looking at dress prices, and decided his best bet was to undercut even the rock-bottom online discounts for wedding dresses, which he says run for about $300.

Which is why any dress in the store, from the fancy $4,000 gowns to the lower-end brands, is on sale for $199, plus tax.

“$224.87,” is the final price, said Sonia Lockyer, DSL’s retail manager who’s overseeing the sale of the dresses from the store at 1120 Caledonia Rd., near Lawrence Ave. W. and Dufferin St.

That makes the dresses on sale at the now defunct Windsor Bridal “crazy cheap,” exclaimed Sonia Mariani, who is getting married in April and showed up at the store, which was closed Tuesday.

“It can get so expensive. I can see how it could spiral out of control.”

“People are very excited,” Lockyer said. “They go, ‘How much is this one?’ Then they realize they’re all the same (price), and they’re just ecstatic,” said Lockyer, who has sold a few hundred dresses since the clearance sale began Oct. 29.

Despite the potential bridal wave, Ordon and his team at DSL Commercial, have more than 7,000 bridal gowns on their hands. And they have just 60 days to sell as many as they can.

“They all look the same after a while,” said Lockyer, “One day I said to Jonathan: ‘If I have to see one more white or off-white dress, I’m going to puke.’”

Ordon and Lockyer are quick to acknowledge it’s a hefty challenge. But they believe their strategy of offering whopping discounts will draw in eager brides. Little wonder, when weddings these days are notoriously expensive. According to the latest annual survey of the cost of nuptials by Weddingbells Magazine, the average price of getting married in 2014 is $31,685. Wedding dresses sell for more than $1,700 on average.

Whether or not his company will be able to “liquidate down to the bare walls” is another question.

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“It’s just the magnitude,” said Ordon, walking between huge rows of plush flowing dresses in the showing room and pointing to the warehouse in the back, also densely packed with gowns, double stacked on lines of hangers up to the ceiling.

“It’s definitely the most unique sale (I’ve done). It’s so large, with a single-focus product. I’ve never seen anything like it.”

As long as the price is cheap enough, though, Ordon hopes all the region’s brides will stop by. “If we’re doing our job right, at least everyone of them has stepped into the store, even if they don’t buy anything.”