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.