Anthropologie to Open BHLDN Bridal Boutique on Upper East Side

By Lindsay Armstrong on January 20, 2014 9:30am 

 BHLDN is opening a boutique in the Anthropologie store at 1230 Third Ave.
BHLDN is opening a boutique in the Anthropologie store at 1230 Third Ave.
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Facebook/BHLDN

UPPER EAST SIDE — Brides-to-be will soon have a new spot to buy everything they need for the big day.

Bridal brand BHLDN is opening its first New York City boutique inside the Upper East Side Anthropologie store, after hosting a successful pop-up there in the fall, a BHLDN representative said. The boutique will be about 1,000 square feet and is set to open in March, representatives said.

The vintage-inspired wedding line — whose name stands for “beholden” without the vowels — offers everything from bridal gowns to cake toppers and "Will You Be My Bridesmaid?" cards. The ready-to-wear bridal line features dresses from both emerging and established designers, including Badgley Mischka and Tadashi Shoji, with prices ranging from $500 to $4,000.

Urban Outfitters Inc., Anthropologie's parent company, launched BHLDN in 2011 as an online retailer, and it has since expanded with three brick-and-mortar locations in Houston, Chicago and Beverly Hills.

In October, BHLDN hosted a weeklong pop-up in Anthropologie's two-level Upper East Side location at 1230 Third Ave. at East 71st Street.

“It was really successful,” said an Anthropologie employee who did not want to be named. “When the sign-ups [for trying on wedding dresses] began, space filled up weeks in advance. We had many people calling here and trying to get appointments.”

Urban Outfitters recently posted several job ads seeking a bridal shop manager and product manager for the new BHLDN boutique.

According to a statement from BHLDN, the line will also open stores within Anthropologie locations in Boston and Georgetown this spring.

 The Anthropologie store on Third Avenue will host a BHLDN boutique.
The Anthropologie store on Third Avenue will host a BHLDN boutique.
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DNAinfo/Lindsay Armstrong

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