Urban Outfitters to Debut New Wedding Brand

Philadelphia-based Urban Outfitters will debut a wedding Brand—called BHLDN—on Valentine’s Day 2011. BHLDN’s first collection is scheduled for February 14 and will be offered through its online boutique, www.bhldn.com. The Private Brand collection will bring together a curated selection of heirloom-quality wedding gowns, bridesmaid frocks, party dresses, assorted jewelry, headpieces, footwear and lingerie. In addition to its online offerings, the company expects to open the first bricks-and-mortar BHLDN store in the second half of 2011. BHLDN will become the sixth brand to join the Urban Outfitters family.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.