Well well well…look what we have here! Yesterday, a group of fantastic wedding bloggers and I went on a tour at the URBN Campus for an exclusive preview of BHLDN. They will offer everything bridal, from wedding dresses to lingerie. BHLDN – “beholden”, comes from a Dutch word that means “to keep”. The site launches this Valentine’s Day and will have wedding dresses ready to ship next day.

BHLDN wedding dressesBHLDN wedding dresses

The dresses will range from a true size 0-14. Their own line ranges from $1000-$4000, but exclusive collections made by invited designers will cost starting at $600! All dresses will be offered free shipping and free 30 day returns. The dress above is $3600 and the one below is $1800
BHLDN wedding dressesBHLDN wedding dresses

Their website (oh their website!) will offer an inspiration board builder in addition to the store section, along with other features not seen on their sister sites, Anthropologie, Free People and Urban Outfitters. They will offer videos so brides can see how the dresses move on a real person, and their zoom in feature for static product shots is one of best I’ve ever seen in online stores. A free-standing store will open in the Fall, in the South. The city was not yet disclosed, but can you take any guesses?

BHLDN wedding dressesBHLDN wedding dresses

At the store, brides will be able to come in and try dresses on without needing an appointment and they will have a tailor ready to make alterations for you. In addition to bridal, they will be selling decor items such as ready-made DIY goodies! There will be a section of the store where you can make your table mockups and play event designer to get a real feel for what you want.

BHLDN wedding dressesBHLDN wedding dresses

BHLDN wedding dressesBHLDN wedding dresses
BHLDN wedding dressesBHLDN wedding dresses
BHLDN wedding dressesBHLDN wedding dresses
BHLDN wedding dressesBHLDN wedding dresses

See never before seen dresses in the gallery!

View all images in the gallery

all photos by Ruffled


Comments (37):

  • Vikk on March 5, 2011

    Loving the ruffles on this gowns. So dreamy and Gorgeous...Loving the concept, some of the designs, the customer service, free shipping benefits...
  • Natasha Robinson on March 2, 2011

    hello, I am doing a project for BHLDN in my catalog class. i have gotten images from Rachel Demain and I was wondering if I could get these photos from you in a high quality. It would help me so much with the catalog I am making!
  • Asude modaevi on February 18, 2011

    Great designs.. thanks for posting these photos!!
  • Anna on February 17, 2011

    I LOVE these! They're so dreamy...
  • Weddingish on February 15, 2011

    It's about time! Still not a fan of how "Beholden" (BHLDN) is displayed... but I will just have to get over that!
  • Yeah on February 14, 2011

    I think they have beautiful things, but some of it seems overpriced. My main complaint is, the wedding gowns are all $1000+ - okay, that's not exorbitant considering they are very chic looking. However, they have non wedding dresses that are just as beautiful, ornate & unique looking for quite a bit less. I imagine if they were a white shade, then their price would be jacked up... Basically, the wedding gowns seem to cost a lot more just because they have "wedding" attached to them. It would be cool if they had more dresses under $1k. Another point - there are hair pieces just as stunning, if not more, on Etsy for half the price, and often you can have them customized. Just sayin'....
  • Moulin Rouge Dancers on February 11, 2011

    I have been waiting a long time for these and I can see it was well worth the wait!
  • Emily Heizer Photography on February 11, 2011

    Anthropologie is so freaking awesome- or I should say BHLDN is so freaking awesome!- Is that supposed to stand for Beholden? Everything about it, the concept, the designs, the customer service, the shipping, EVERYTHING sounds absolutely wonderful and I would love an opportunity to walk into that store! So cool!
  • amanda heer on February 11, 2011

    OH Boy this is going to be Great... you seam to alway find the Best outlets for all our brides
  • Moulin Rouge Dancers on February 11, 2011

    Absolutely adore these x
  • Hot Chocolates - Chocolate Fountain Hire on February 11, 2011

    WOW!! Some amazing designs... I had a "double take" on the first one though!!
  • Vickie ~ Bella Weddings on February 11, 2011

    Love them all! Thanks so much for sharing. I'll certainly pass this on to my brides.
  • Desiree Oftedal on February 11, 2011

    Could this be any more of a dream come true!?!?! I am going to guess Charleston or Ashville for the store in the south. And I will visit either, asap! I love the idea of playing "mock reception decor" at the store. Brilliant. Anthro...you've won my heart. again.
  • Rosaleen on February 10, 2011

    I'm actually very disappointed at these dresses. None of those dresses seem to fit very well. If I had seen the sketches I would have love every single one, but on the model they look ill-fitted. Hmm...
  • Rachel - theWeddingVine on February 10, 2011

    Beautiful fabrics! I love the patterned ones in particular!
  • The Average Bride on February 10, 2011

    I'm extremely excited about it! My friend was actually working on this line for a while and she told me some of the details. There's going to be some fantastic things! SOOOOOO excited! Yay!!!
  • Haylee on February 10, 2011

    Wow, these dresses are completely phenomenal. I don't think Anthropologie will ever cease to amaze me.
  • Katie on February 10, 2011

    oh I want the top gray one!
  • Liz on February 10, 2011

    Give me a second until I pick up my jaw that fell on the floor...finally a bridal line meets luxury and (truly) modern in the middle. thank you!!!!!
  • Jamie @ See You There! on February 10, 2011

    Oh FINALLY!!! Anthro is prob by fave store, I only wish they had launched this before I got married. So pretty :)
  • em on February 10, 2011

    love your images of the collection, and I am really looking forward to seeing the site launch. even if some of the dresses are a little much for me, I admire the way that this company really strives to think outside the box to woo their customers.
  • Nicole* on February 10, 2011

    the best post about this so far! i was wondering what BHLDN stood for :) I hope the store is in NC!!!!
  • jennifer on February 10, 2011

    so beautiful! thank you so much for sharing.
  • Teri on February 10, 2011

    I wish I was getting married again! I love these!
  • Jo Green on February 10, 2011

    Good lord - those models are very thin. It would be nice to know how the dresses look on a normal sized person - but that's just my opinion.
  • nikki on February 10, 2011

    The store sounds like SUCH a great idea! I want to work there!! My guess is it will be in Dallas (they always get all the good stuff), but I hope and pray that it will be in Houston!
  • Lianne on February 10, 2011

    Beautiful dresses. It's a shame that once again Plus Sized girls get no love. Really wish I could find something this fabulous in my size.
  • myra :: twigs & honey on February 10, 2011

    This is such a lovely post on all the pretty things to come with BHLDN. Thank you for sharing!
  • Erin B, on February 10, 2011

    Yes! I am so happy today to see BHLDN all over the wedding blogosphere this morning! I can't wait to take a look on Monday! <3
  • Stacey on February 10, 2011

    Gorgeous and fun. Thanks for sharing!
  • Stacey on February 10, 2011

    Gorgeous and fun! Thanks for sharing.
  • Erin on February 10, 2011

    Cant wait to see all they offer! thanks!
  • Naperville Wedding Photographer on February 10, 2011

    Amazing vision. Thanks for sharing!
  • Maggie @ Black and White {Side by Side} on February 10, 2011

    So excited!!! Thank you for sharing your sneak peek!
  • Kate on February 10, 2011

    I have to be honest and say that I'm a little disappointed in what I'm seeing from BHLDN so far. The accessories look absolutely fabulous and while the dresses are unique and beautiful, a lot of them just don't appear very figure flattering to me. All the ruffles across the stomach, bubble hemlines, and empire waists just aren't doing it for me. I really was hoping for more simple, vintage elegance. Oh well, guess my search will have to continue.
  • Andrea on February 10, 2011

    Beautiful photographs! This collection is just lovely, it's awesome that they will sell decor as well! I think I adore the accessories as much as the dresses :)
  • Katie Slater on February 10, 2011

    I am beyond excited to see this launch! Thanks for posting these pics! xoxo


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