In 2011, Anthropologie launched its exclusively online wedding brand BHLDN, featuring covetable bohemian, vintage-inspired wedding dress designs with reasonable price tags. Now, three years later, the beloved bridal E-tailer is expanding into four brick-and-mortar shops!
Rolling out four BHLDN shop-in-shops (each boutique is located in a pre-existing Anthropologie store) this month and next, these permanent retail locations will crop up in Boston, New York, Georgetown, and Seattle. Like the e-commerce site, each shop will feature the label's full range of wedding dresses, reception and bridesmaid dresses plus an edited selection of jewelry and accessories. Unsurprisingly, the focus in these spaces will be on customer service and personalized attention. The best part? Free shipping and returns on orders purchased in stores.
The company already offers two storefronts in Houston and Chicago and tested the permanent shop-in-shop concept in Beverly Hills, one of their largest markets.
"We heard from customers almost immediately after the launch that they wanted a place where they could touch and see our products in person," said Nicole Sewall, BHLDN's Managing Director. "BHLDN is rooted in Anthropologie and we know that many brides discover us through their love for Anthropologie. There is an organic alignment between the brands that resonates with customers."
We're excited to see each unique BHLDN boutique come to life. While Boston opened their Chestnut Hill location last week, the Seattle and Georgetown stores will open April 11, and New York's BHLDN shop-in-shop is officially open for business today! We were lucky to get a sneak peek at the space. Here are a few shots from the gorgeous Upper East Side space:
The wedding dresses are kept in a secluded, sectioned-off area upstairs, with plenty of breathing room to browse (note the gorgeous chandeliers!).
Photo: Lauren Frankfort
Downstairs, an assortment of reception and bridesmaid dresses fill an airy space, which is also outfitted with dainty décor and glistening jewelry.
Photos: Lauren Frankfort
Not to mention, there's a separate dressing room for brides-to-be. Happy shopping, y'all!