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Anthropologie's bridal division, BHLDN (pronounced "beholden"), continues its march into brick-and-mortar retail this spring, announcing yesterday that it will open in-store boutiques at select Anthropologie locations in Boston, DC, and New York. The shop-in-shops will be permanent additions, showcasing ready-to-wear gown styles mostly in the $500 to $4,000 range. Of the three new destinations, Boston will open first (tentatively in March) at the new Chestnut Hill Square store. You may recall that competitor J.Crew housed its Boston bridal suite at the former Atrium Mall space, making BHLDN a appropriate replacement for that market.
In a press release Managing Director Nicole Sewall notes, "We heard from customers almost immediately after the  launch that they wanted a place where they could touch and see our products in person. BHLDN is rooted in Anthropologie and we know that many brides discover us through their love for Anthropologie." No two new boutiques will look the same, though they will all stock the brand's full assortment of wedding gowns, reception and bridesmaid dresses in addition to curated jewelry, accessories, decor, and hand-selected exclusives for each city.
· With Chestnut Hill Square Open, Will Rt. 9 Rival the Malls? [Racked Boston]
· BHLDN [Official Site]