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TMCNet:  Anthropologie adds bridal shop to its fun, funky Chestnut Hill store [Boston Herald :: ]

[March 17, 2014]

Anthropologie adds bridal shop to its fun, funky Chestnut Hill store [Boston Herald :: ]

(Boston Herald (MA) Via Acquire Media NewsEdge) March 17--Boston brides, rejoice: Anthropologie's fun, funky wedding line, BHLDN, is now in Chestnut Hill.

The brand started as an online-only companion to Anthropologie for their girly shoppers preparing to tie the knot. But after huge success in cyberspace, partly because most of the gowns cost less than $2,000, the company has been branching out to brick-and-mortar locations.


The Chestnut Hill store (220 Boylston St.) is only the company's second shop-within-a-shop (the other is in Beverly Hills, though there are stand-alone stores in Chicago and Houston). The BHLDN shop is distinguished from the Anthropologie sales floor by a different lighting scheme, different flooring and manne-quins wearing bridal gowns marking the entrance. All this made more than one Anthro employee stop to gawk while they were working at its recent official opening.

"It feels more like a traditional bridal boutique in a way," said Callie Canfield, the Philadelphia-based director of marketing and communications. The space is more intimate than some of the company's stand-alone boutiques.

"The most important part is the fitting room experience," she said. With a dedicated staff separate from Anthro employees that's trained in the ins-and-outs of each gown, brides-to-be definitely get special treatment. One difference from the bridal experience at a posh Newbury Street shop: You order your dress and receive it within seven days as long as it's in stock (It can take as long as six months in other places).

About 90 percent of the gowns from big name bridal designers -- Catherine Deane, Tadashi Shoji and Jenny Yoo -- are exclusive to BHLDN. There is also a huge selection of bridesmaid dresses, reception dresses and mother-of-the-bride dresses.

As a bride-to-be myself, I love that you can try on the bridesmaids dresses and see them in real life -- a much better experience than ordering sight-unseen.

The best thing I saw? The "Annabelle," a full-length bridal gown by Jenny Yoo that can be styled more than 15 ways. It costs $260! "We have brides who are like, 'I'm getting married this weekend and I need a dress, something that I can walk out with,'" Canfield said.

If I were ever in that position, the Annabelle would totally be my pick.

Getting married soon? You can make an appointment at bhldn.com, though beware: Canfield warns that weekend appointments are booked through April. Weekday slots are available.

___ (c)2014 the Boston Herald Visit the Boston Herald at www.bostonherald.com Distributed by MCT Information Services

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