DDi - October 2011 - (Page 23)

| 23 Something borrowed, something new Urban Outfitters debuts its new BHLDN wedding and event brand in Houston By Jessie Bove, Managing Editor Opposite page: A bold blue wall adds vibrancy to the accessories salon. Bottom: Shoes are artfully displayed on an elegant table in BHLDN’s accessories salon. E legant, classic and romantic, with a touch of whimsy”—this is how I described my overarching vision when I started planning my own wedding a little over a year ago. In fact, I distinctly remember telling someone that I wanted it to feel “like Anthropologie.” And I’m not alone. If you’ve ever browsed the wedding boards online or read one of the many wedding blogs, you’d know that many a bride has described her wedding vision as “Anthropologie-inspired.” It’s quite the retail feat to have your brand associated with one of the most memorable and special days of someone’s life, and Anthro’s parent company, Philadelphia-based Urban Outfitters Inc., took note of this, tapping the multibilliondollar wedding industry with a brand new concept of its own. The company’s new wedding and event brand, BHLDN (pronounced “beholden” and inspired by the Dutch word for “to keep”), first launched with an e-commerce site in February 2011, and was followed by its first bricks-and-mortar location in Houston this past August. The new brand is a result of whole-company collaboration. Urban Outfitters built an internal think tank to develop the initial concept, and reached out to the teams of the sister brands, as well as external talent, to begin assembling a team. “BHLDN is a brand true to the ethos of Urban Outfitters Inc.—a customer-centric vision differentiated by a holistic experience created when original product, engaging environment and meaningful customer relationships intersect,” explains Kristin Norris, managing director, BHLDN. “Urban has a passion for experience, and weddings are one of life’s ultimate experiences.” BHLDN’s roots are with Anthropologie, sharing the same zest for experience and creating one-ofa-kind moments. It aims to give a bride that edit Photos: Jonny Valiant, New York www.ddionline.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - October 2011

DDi - October 2011

https://www.nxtbook.com/nxtbooks/designretail/201402
https://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201210
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201208
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201206
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201201
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20111112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201107
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201106
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201103
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20101112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201010
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201009
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201008
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201007
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201006
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20091112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200910
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200909
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200908
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200907
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200906
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200905
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200904
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200903
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200902
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200901
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200812
https://www.nxtbookmedia.com