URBN Launches New Wedding Brand

15 Feb
URBN, which is the parent company behind Urban Outfitters, Free People and Anthropologie, has expanded into a new market with a chain of bridal boutiques.
An understated word with significant meaning charmed us. And so began, BHLDN.
Inspired by the Dutch word for “to keep,” as well as countless tales from family and friends of the extraordinary weddings they’d been part of, we began dreaming up something new.
Our roots are with Anthropologie, so a passion for experience and creating one-of-a-kind moments runs deep. But our offering speaks more to the not-so-everyday occasions—ours is a voice that celebrates a woman’s most anticipated milestones. And one that gives tradition a twist. We want, more than anything, to help a woman create an event that reflects her own unique perspective… to a tee. We want to give a bride that edit she’s been searching for—with heirloom-quality wedding gowns, artisanal hair adornments, footwear, and lingerie. And we want happy bridesmaids—in mix-and-match frocks with rich hues and unexpected details. But it goes beyond the dress. Our goal, and the reason we drape, fold, bustle, and stitch, is to start a conversation with our customer—to build a resource where she can come to find inspiration and to share with those closest to her, as well as our broader coterie. BHLDN’s story is unfolding; and we’ll look to our customer for cues and guidance going forward. There are no checkboxes. No fill-in-the-blanks. On the contrary, we think a moment should be as layered and dimensional as the woman standing within it.
Be you. Be loved. BHLD
{Click photos to view larger}
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