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Bridal Brand BHLDN's 'Skyrocketing' Sales Are Saving Anthropologie

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Anthropologie's sales rose at the slowest pace in 11 quarters, Reuters reports, a figure that the company called a "disappointment." In the first quarter, same-store sales at Anthropologie only rose by 1%, while Urban Outfitters grew by 5%, and Free People grew by 17%. But BHLDN continues to be a hit for Anthro, according to Quartz.

"Sales at BHLDN have skyrocketed," Anthropologie CEO David McCreight said yesterday on an earnings call. "Our unique and inspiring gowns have resonated with thousands of brides, and in the coming year, we will turn an eye to bridal party styles, with dresses and separates for bridesmaids and mothers."

Anthro's newish registry service is going gangbusters too. Without stating specific numbers, McCreight said that the registry "has attracted thousands of brides." He also threw out this stat: 40% of the gift-givers have never shopped at Anthropologie before. The brand's home goods line is another bright spot, perhaps bolstered by the wedding registry. According to Quartz, Anthropologie's home goods showed double-digit comparable store sales growth, which is much stronger than other categories.