Houston–After a blissful six-month honeymoon online, BHLDN’s “indie bride” concept is moving into its first house (thanks mom Urban Outfitters and sister Anthropologie!).
The first brick-and-mortar store is in the Highland Village shopping center of Houston, Texas, a city chosen for its propensity for “celebrating and entertaining.”
A second store in Chicago will open next spring. And for brides in neither of those cities, the BHLDN.com site and its artsy blog will remain fully operational.
“The shop will allow us to engage with our customer in a way which complements our online conversation with her,” says Kristin Norris, managing direct of BHLDN. “It will be a place where she can experience our sensibility and point of view, richly and in person.”
Unlike Urban Outfitters or Anthropologie, BHLDN’s store design is organized more by category, allowing brides-to-be and their attendees an efficient shopping experience.
A boldly blue colored accessories room draws customers in and adds a touch of eclectic calm.
There she will find a full wall of hair pieces (from feathers and netted fascinators and face veils with a “contemporary vintage vibe.”) The accessories speak to women who don’t want a traditional long veil or headpiece but still want to stand out in their own way. There are also numerous cases of “carefully curated” jewelry as well as tables of shoes.
Overall, the store exudes an artsy, ethereal feeling. A giant swan, floating angel wings and lots of reclaimed and preserved objects spanning the centuries.
Overall, these elements work to create a unique experience for the bride looking for something different. But BHLDN truly excels because it realizes that “different” doesn’t mean anything short of lovely.