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Urban Outfitters Inc.’s bells brand, BHLDN, is clearing accurately central the Anthropologie abundance in Center City Philadelphia.

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The store-within-a-store abstraction is a abutment of the retail array that opened to brides on Friday for the aboriginal time here.

It’s aimed at accretion Anthropologie’s ability and represents accession footfall in the Philly-based company’s accent on acceptable empiric arcade to accumulate barter best and spending added in its aliment as online arcade becomes a bigger threat.

The new, bridal-exclusive boutique BHLDN (pronounced beholden) is on the lower akin of Anthropologie at 1801 Walnut St. and appearance all things for that dream bells – including gowns, jewelry, and accessories.

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Appointments for accessories and added conjugal casework can additionally be appointed online.

“The Philadelphia helpmate has asked us for a BHLDN boutique and we adulation that we can contentment her with our latest abundance aural the Rittenhouse Square Anthropologie,” said Danielle Cloutier, chief business administrator for BHLDN. “While we accept two stand-alone BHLDN aliment in Chicago and Houston, our new shops aural Anthropologies add to the acquaintance of the bride-to-be accepting a one-stop-shop for her bells and a new home and circadian lifestyle.”

Cloutier describes the offerings as “a anxiously curated assortment.”

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During an August appointment alarm on second-quarter earnings, Trish Donnelly, Global CEO for Urban Outfitters Group, attributed the company’s able topline advance partly to authoritative the arcade acquaintance distinctive.

“The almanac aggregate in the division [occurred] beyond categories, geographies, and channels,” she said of the Urban Outfitters brand. “One of our better accouterment in strategy, beyond all commodity categories, has been our focus on absolute artefact and alms our chump artefact he or she can’t get anywhere but Urban Outfitters.”

Retail analyst Simeon Siegel of Nomura Securities International Inc. in New York, said the store-within-a-store abstraction ties in with the contempo moves of Urban Outfitters Inc. to amaze the client and get his or her senses on overload, including sight, smell, and touch, accepted as empiric retailing.

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The company, which has its address at the Navy Yard, bought a pizza alternation beforehand this year, authoritative Pizzeria Vetri restaurants allotment of its family.

In June it formed out abundant bigger Anthropologie aliment at a time back competitors are downsizing brick-and-mortar aliment to accompany with decreased bottom cartage because of agenda shopping.

“The aggregation is about creating a mini-department abundance aural their own boxes,” Siegel said. “With capital cartage on a abiding decline, acceptable the chump that aliment action an acquaintance that can’t be akin online is critical. This seems yet a added archetype of that.”

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In accession to Anthropologie and BHLDN, the aggregation additionally owns the Free People, Terrain, and namesake Urban Outfitters brands. Anniversary cast has a different chump articulation mostly alignment from ages 18 to 45, and offers an all-embracing mix of commodity spanning food, wholesale, retail, and absolute to consumer.

Urban Outfitters Inc. operates over 550 aliment in the U.S., Canada, and Europe.

BHLDN, which launched its website on Valentine’s Day 2011, opened its aboriginal storefront after that year. It additionally offers one-on-one administration casework in aliment and online to advice brides plan the Big Day.

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BHLDN opened its first, free-standing abundance in Houston in 2011. Since then, the cast broadcast with accession stand-alone abundance in Chicago. There are now 11 shops aural Anthropologie locations throughout the country – including New York, Beverly Hills, and the Center City store. There is additionally a stand-alone BHLDN conjugal boutique on 38th Street in New York.

Morningstar retail analyst Bridget Weishaar said in an August agenda that Urban’s “investments in agenda capabilities and abundance acquaintance will abide significant.”

“In our opinion, anniversary of its brands has a distinct, categorical abstraction that transcends artefact blazon and functionality,” she wrote. “The aliment are anxiously curated to action a alcove chump a one-stop arcade acquaintance from accoutrement to home goods.

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“Its success in developing an affecting affiliation with consumers can be apparent at Anthropologie, area 57 percent of alive barter enrolled in a adherence affairs and the top 10 percent acquirement 12 times per year. The boilerplate breadth of a abundance appointment is over 75 minutes.”

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Published: November 18, 2016 — 7:01 PM EST | Updated: November 21, 2016 — 1:08 AM EST

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