If you love yourself a little bohemian-chic, then you’re obsessed with at least one sibling of the URBN family- Urban Outfitters, Anthropologie, or Free People. Covering a wide age and finance span, URBN has become the go-to parent company for all things hip. With Urban Outfitters being the most affordable of the three (if you consider the average sundress costing around $59 reasonable), followed by Anthropologie, and topped by Free People, you know this company is making BANK. But nothing can stay this hot forever, so it only makes sense that URBN cashed in while they could by branching out in one of the most lucrative industries around- Bridal.
If you’re looking for clean lines, a standard color palette, and overall simplicity, quit while you’re ahead and just stop reading now. Our praise of this offbeat, semi-vintage oh-so-fabulous line will only make you cringe in disgust. BHLDN, cleverly pronounced “beholden” and derived from the Dutch word for “to keep”, was officially launched to the public this past Valentine’s day via its website, bhldn.com. And after all the hype it stirred, we can safely say we were not even close to disappointed with its reveal.
A treasure chest of jems, the site is a one-stop-shop for any bride. Product includes: gowns, bridesmaid dresses, lingerie, shoes, jewelry, cover-ups, hair adornments, and accessories. The month of May will bring along the welcome addition of further product, such as cake pedestals, place cards, etc, and invitations will follow in 2012.
With the tag line Be You, Be Loved, BHLDN envisions itself as catering to a “more intimate affair with under 100 guests.” This correlates with the brand’s detailed product, which conveys a sort of romantic, yet quirky vibe. Many of the items will be made in limited quantity, creating an air of exclusivity.
Gowns range from $1,000-$4,000, while bridesmaid dresses are priced between $200-$600. Says, Kristin Norris, BHLDN’s managing director, “We’re offering a take that’s not out there. We have a lot of shorter dresses, lots of color and prints and no optic white dresses.”
All items are on-hand and eager to be delivered as soon as they are ordered, so brides need not fret about delayed packages or out of stock pop-up messages. Worried about sizing? Head on over to BHLDN’s sister store, Anthropologie. While BHLDN product will not be available at Anthropologie, sizes in both stores will be the same. If the gown arrives and doesn’t fit just right, it’s okay! They’ve got that covered too, having designed all the dresses to be easily altered by your tailor of choice.
The first BHLDN store is expected to open its doors in August, location unknown. From there, the company plans to open another two or three stores in 2012. We’re crossing our fingers a store makes its way to Boston soon. Mark our words- we want to be one of the first South South venues to showcase this fabulousity.
By: Kelly Hamilton