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No Happily Ever After for BHLDN, URBN Inc.'s Bridal Brand?

The BHLDN store in Chicago. Image credit: Facebook/BHLDN
The BHLDN store in Chicago. Image credit: Facebook/BHLDN

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We may just be fueling the rumor mill here, but we've heard whispers from URBN Inc. employees that BHLDN is in danger of folding. According to our sources, the bridal brand isn't doing so well after being launched on Valentine's Day, 2011 as a "test venture" for URBN, Inc., the Philly-based company behind Urban Outfitters, Anthropologie, Free People, and Terrain.

This makes sense, considering that URBN, Inc. has only committed to two brick and mortar BHLDN locations—one in Chicago, the other in Houston. Brides-to-be who are not in proximity to these boutiques are forced to purchase their gown via the BHLDN website, sight unseen, which we can all agree is risky business. What's more, we took a peek at URBN Inc's 2012 Q2 earnings and sales for BHLDN and Terrain are lagging behind the company's other brands.
· Urban Outfitters, Inc. Reports Record Q2 Sales and Earnings [URBN, Inc.]
· BHLDN [Official Site]

Urban Outfitters

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