(Filed Under wholesale Lingerie News). Urban Outfitters Inc. is celebrating this Valentine’s Day by introducing Bhldn, a bridal brand and retail concept that encompasses wedding gowns, lingerie, footwear and more.

The label’s introductory collection will be available on February 14 through Bhldn.com. Urban expects to open its first store under the brand during the second half of this year.

According to company, the label reflects its target consumer’s tastes. “We know our customer, and we know she’s looking for a brand that reflects her unique perspective,” said Kristin Norris, managing director of Urban’s Anthropologie brand.

With the launch of Bhldn, Urban Outfitters Inc. will operate six brands.

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Published 02-03-2011 by Amanda Torres Price