BHLDN is inspired by the Dutch word for “to keep” and aims to create a passion for experience and one-of-a-kind moments. Unlike Anthropologie’s similar endeavor, BHLDN is geared towards anticipated milestones in a woman’s life.
Earlier this month, rumors surfaced about the existing pop-up on New York’s Upper East Side becoming a permanent fixture because of a listing on URBN’s career website for BHLDN employees. The brand gave confirmation on Monday for the UES store as well as confirmation for pop-up shops in Georgetown and Boston. The Georgetown location will be inside the existing Anthropologie on M Street. The in-store boutique in Boston will be the first of the group to open (tentatively in March) at the new Chestnut Hill Square store. BHLDN’s first permanent in-store boutique opened in Beverly Hills last July. The existing free-standing BHLDN boutiques in Houston and Chicago have been very successful and the brand hopes that the in-store concept partnered with Anthropologie will only create a greater brand awareness and allow consumers to gain an even more tangible experience.
Another first for the brand will be a sample sale held this Saturday, January 25th. The sale will take place at their Navy Yard headquarters in Philadelphia. From 10 a.m. to 1 p.m., brides-to-be will have the chance to shop wedding dresses that were originally priced upwards of $3,000 for $100, $200, or $300. No appointments and no fitting rooms will be available, and the sale will take credit cards only. The merchandise is of course available on a “first come, first swoon” basis and will be sold as-is and final sale.
Photos from RackedNY and BHLDN’s Instagram