Urban Outfitters is going into the bridal market with the BHLDN collection. The retail concept caters to weddings with simpler, casual gowns as well as accessories, cake pedestals and place cards. They also plan to incorporate stylists on their website to guide brides though their wedding plans as well. Urban Outfitters hopes that BHLDN products will also be expanded to other special occasions.
The Urban Outfitters BHLDN Collection will launch an e-commerce site on Valentine's Day, with two to three stores to open in 2012.