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Urban Outfitters will launch Bhldn, its new bridal collection, online on Valentine's Day, reports WWD, with two or three brick-and-mortar stores coming in 2012—and customers can expect an Anthropologie-ish feeling to the retail concept. WWD reports:
The Web site will launch with apparel, accessories, lingerie, jewelry and shoes. Tabletop, cake pedestals, place cards and everything for decorating a venue will bow on the site in May. Invitations, using letter press or engraving techniques, will be introduced next year with artists creating limited time collections. “This is a more intimate affair with under 100 guests,” said Coralie Stanton, design director, of the type of wedding Bhldn is aimed at. “We kept thinking of weddings that are in less typical locations than the ballroom of a hotel. It’s an elevated experience.”· Urban Outfitters Debuts BHLDN Collection [WWD]
To guide brides through the highs and lows of planning an event, a team of stylists will be only an e-mail away. The Web site will eventually become a clearing house for services such as photography, catering and florists. “I can see us getting involved with event planning, helping with the look and feel of a wedding,” Norris said. “We’re not going to be like J.Lo’s [character] in ‘The Wedding Planner.’”