Urban Outfitters' New Concept Goes Live

Remember Urban Outfitters' plan from two years ago to launch a new concept aimed at the lucrative bridal market? The retailer has been quietly opening stores under its new BHLDN (pronounced "beholden") label.

In the summer, the company opened a BHLDN store in Houston, and now it has unveiled a second store in Chicago, near the Waldorf Astoria hotel, according to the Chicago Tribune. The store measures 3,600 sq. ft. and features 15-ft. ceilings and a spiral staircase for that grand, romantic feel. According to the Tribune, the store resembles an old-style European townhouse:

In a nod to nostalgia and modernity, sales clerks are dressed in gray pinafore shopkeeper uniforms, while oversized dressing rooms tout iPod docking stations that allow the bridal party to listen to their own music as they shop.
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