BHLDN will feature a collection of wedding gowns, bridesmaid frocks, party dresses, assorted jewelry, headpieces, footwear and lingerie. Retail prices for the brand range from $1,000 to $4,000 for gowns, and $200 to $600 for event dresses.
BHLDN is the sixth brand to join Urban Outfitters, following Anthropologie, Free People, Leifsdottir, Terrain and Urban Outfitters brands. Like Anthropologie, BHLDN will emphasize not just apparel, but also accessories including cake toppers, lanterns, candelabras and mouth-blown glassware.
"We know our customer, and we know she's looking for a brand that reflects her unique perspective. She may have interests common to her friends, but she's looking to create a moment that's all her own… it's not so much about our point of view as it is about capturing hers," says Kristin Norris, managing director of Urban Outfitters.
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