Love is in the air at new bridal concept Bhldn

BHLDN bridal heel concept | Chute Gerdeman - award-winning retail design and branding.

Love is in the air at new bridal concept Bhldn

Love is in the air at new bridal concept Bhldn 800 1186 Chute Gerdeman

Ever since a little birdie told me that Urban Outfitters Inc. was launching a new venture—a brand devoted to bridal fashion and wedding accessories—as a bride-to-be, I have been anxiously awaiting its launch. Bhldn (pronounced ‘beholden,’ which means ‘to keep’ in Dutch) appropriately unveiled its e-commerce site, in the spirit of love, on Valentine’s Day. It’s also just in time for the summer wedding season. Well played, Urban.

For awhile, there’s been a gap in the bridal market that retailers are finally noticing. Brands like J.Crew, Ann Taylor, The Limited, and White House Black Market are filling that niche by adding more chic, less traditional wedding apparel and accessories to their offer. Now, it’s Anthropologie’s turn. Believed to have enough life of its own, Bhldn was inspired by the ultra-femme, stylish brand but Urban Outfitters decided to develop it as a freestanding endeavor. Kristin Norris, Bhldn’s Managing Director, told WWD, “We’re confident that we’re filling in space that no one’s filling in…Traditionally, people got married in churches. Now, they’re getting married on beaches and mountaintops. We’re building our assortment for the ultimate end use.”

With customized weddings on the rise and approximately $86 billion dollars a year spent on weddings, Bhldn couldn’t have come at a better time. Anthropologie is more than a brand—it’s a lifestyle that customers buy into loyally. Bhldn is a brilliant extension of this by allowing brides to express this style on one of the most important days of their lives.

Left: Image via Bhldn’s Facebook page, Right: Image via

Norris said they took DNA from Anthropologie, but thinks of Bhldn as the brand’s sophisticated older sister. “We’ll attract a bride who is looking to reflect her vision. She may be a more mature or sophisticated bride. Our customer skews slightly older, but she’s still under 30.” The line right now is full of non-traditional wedding gowns, bridesmaids dresses, vintage-inspired accessories, oh-so-lovely shoes, and lacey lingerie for the big day. In true Anthropologie fashion, each piece feels like it’s one-of-a-kind.

Image via

Images via Bhldn’s Facebook page

Eventually, Bhldn will offer everything a bride needs for planning her big day, including letter-pressed invitations, table décor, cake pedestals and toppers, and much more. Future plans for the website include the capability to email a team of stylists for advice, as well as providing a resource for caterers, photographers, florists, and the like.

The site is more than just an online shop. On the Explore page, you can find out what kind of bride you are by taking a short quiz. Based on your bride style, you can view a unique product assortment chosen specifically for you. (Me? They tell me that I “embody tradition and timeless beauty.” Thank you for asking.)

Image via

Under My Bhldn—sure to be my favorite part of this site—is the Pinterest-like section where brides can “pull, mix, match, and add [their] very own tidbits to moodboards.” It’s not live just yet, but it’s sure to be an inspirational mecca for brides-to-be everywhere.

For now, Bhldn only available through the online boutique, but sights are set for a brick-and-mortar location opening in August. For me and my fellow Gerdebloggers, it’s just one more thing to look forward to.

Featured Image via Bhldn’s Facebook page

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