Urban Outfitters Inc.’s newest retail concept is a unique, slightly off-kilter take on the ever-changing bridal business. Rather than traditional gowns, Bhldn is more likely to make a large, lopsided taffeta bow the focal point of a dress, give a wedding gown an unfinished hem or cover elaborate pearl-studded flowers with a sheer layer of tulle so only a hint of the decoration is visible. There’s also a design component featuring items with a do-it-yourself sensibility, such as flower garlands that look homemade but are already put together, as well as glassware, serving pieces, candelabras, cake toppers and lanterns. Many pieces are one of a kind or reproductions and share its sister chain Anthropologie’s philosophy for singular discoveries and repurposed found items.
Bhldn will launch via an e-commerce site, appropriately, on Valentine’s Day, and two to three stores, between 3,000 and 4,000 square feet, are expected to open in 2012.
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