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BHLDN Opens Its Gorgeous Store-in-Store at Anthropologie

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E-commerce bridal brand BHLDN, known offline as "Beholden," today opens its first East Coast shop-in-shop at Anthropologie in Chestnut Hill Square. Nestled within one of its sister company's newest stores, the naturally sun-lit space is adorned with shabby chic antique fixtures showcasing wedding gowns that buck tradition with slim silhouettes, modern detailing (rhinestone, embroidery), and offbeat shades of bisque, ombre blush, and various ivories. Furthermore, prices span from a $260 Jenny Yoo wonder (yes, that affordable—and it's convertible) through $3800, with plenty of mid-price options, including an all-lace Tadashi Shoji gown at $600. Reception dresses, City Hall-appropriate frocks, and bridesmaid dresses can also be sourced on a wallet-pleasing budget, keeping in mind harmonious color palettes.

BHLDN's Director of Marketing and Communications, Callie Canfield Worthington, notes that the decision to move into Boston was threefold: beyond a local void to fill for the BHLDN bride, the new store proved ideal for a pared-down bridal salon, and given the company's e-commerce background, data illustrates that Boston is a strong customer base. With 90% of its gowns exclusive to the brand, shoppers can now explore the entire range of both bridal and bridesmaid styles in person, alongside hair pieces, sashes, and jewelry. A small selection of giftables (mini emergency kits abound) and paper goods are available, as well as a sparkly display of mix-and-match vases and centerpiece glassware.

The BHLDN salon was formerly the home goods department of this Anthropologie store, with its three dedicated fitting rooms built into what used to be its sale section. Installations around the space were designed by the Anthropologie Visual Team using found objects (for example, the floral frame display was sourced at Brimfield Antique Show). Brides-to-be can browse or book an appointment to try on dresses with a consultant.
· Expect to See BHLDN at Anthropologie Hill This Spring [Racked Boston]
· BHLDN [Official Site]