NEWS? : And What the Heck is BHLDN?

As you may remember reading here last year, Urban Outfitters and Anthropologie announced plans to launch their bridal line sometime in 2011.  Now, according to company PR, the new wedding fashion line will launch on 14th February 2011, Valentine's Day, and go under the brand BHLDN [Warning: loud unstoppable automatic website music!  Their FB page is much quieter.]. Established and up-and-coming guest designers, with Fleur Wood, Tracy Reese, and Catherine Deane contributing exclusive designs, will be featured as well as BHLDN's own brand designs.  Retail prices will range from $1,000 to $4,000 for gowns, and $200 to $600 for event dresses.

BHLDN is not yet confirmed to stand for, but is believed to represent the word beholden.  (Think a la the vowelless domain names recently: 'flickr.com', 'gdgt.com' etc...)

Also interesting was the following passage found at the bottom of the press release:

"This news release is being made pursuant to the "safe harbor" provisions of the Private Securities Litigation Reform Act of 1995. Certain matters contained in this release may constitute forward-looking statements. Any one, or all, of the following factors could cause actual financial results to differ materially from those financial results mentioned in the forward-looking statements: the difficulty in predicting and responding to shifts in fashion trends, changes in the level of competitive pricing and promotional activity and other industry factors, overall economic and market conditions and the resultant impact on consumer spending patterns, including any effects of terrorist acts or war, availability of suitable retail space for expansion, timing of store openings, seasonal fluctuations in gross sales, the departure of one or more key senior managers, import risks, including potential disruptions and changes in duties, tariffs and quotas and other risks identified in filings with the Securities and Exchange Commission. The Company disclaims any intent or obligation to update forward-looking statements even if experience or future changes make it clear that actual results may differ materially from any projected results expressed or implied therein."