Anthropologie, the retailer known for its twee and often vintage-inspired fashions and home goods, opened its first BHLDN "shop within a shop" store in Beverly Hills on Wednesday.
The sister label, pronounced “beholden,” launched as an online bridal collection in 2011 and has since expanded to two standalone brick-and-mortar stores in Chicago and Houston.
But the Beverly Drive location, taking up 1,000 square feet on the mezzanine level of the existing 10,000-square-feet Anthropologie store, represents the first time both brands have coexisted in the same space.
The company is hoping to expand the concept, a spokeswoman said. BHLDN joins a parade of...