February 11, 2011, 4:27 PM

Urban Outfitters targets brides with a new e-commerce site

BHLDN.com debuts Monday with gowns and dresses that range to $2,000.

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Urban Outfitters Inc. on Valentine’s Day will roll out its newest brand—for now exclusively online.

Urban Outfitters on Monday will launch BHLDN, a new retail concept that will target brides and their wedding parties with eclectic styles of heirloom quality wedding gowns, bridesmaid frocks, party dresses, assorted jewelry, headpieces, footwear and lingerie.

The brand will debut online with plans to launch an undetermined number of stores, says Urban Outfitters, No. 53 in the Internet Retailer Top 500 Guide. “We know our customer, and we know she’s looking for a brand that reflects her unique perspective,” says Urban Outfitters’ managing director Kristin Norris. “She may have interests common to her friends, but she’s looking to create a moment that’s all her own and it’s not so much about our point of view as it is about capturing hers.”

When launched, BHLDN will feature private label designs and ones from up and coming designers. Retail prices for the brand range from $1,000 to $4,000 for gowns, and $200 to $600 for event dresses, says Urban Outfitters. BHLDN.com also will carry related merchandise such as cake toppers, lanterns, do-it-yourself items, candelabras and mouth-blown glassware. “BHLDN puts emphasis on not just apparel, but the imagination and detail of every element that makes up a wedding,” says Urban Outfitters.

BHLDN joins a growing portfolio of e-commerce brands for Urban Outfitters, which tells Internet Retailer that web sales increased 33% to $430.4 million in 2010 from $323.7 million in 2009. Other Urban Outfitter e-commerce sites include Urbanoutfitters.com, Anthropologie.com, FreePeople.com, Leifsdottir.com and Terrain.com.

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