Dive Brief:

• BHLDN, a wedding brand at Urban Outfitters' division Anthropologie, on Monday unveiled an extended-size bridal collection for sale online and at 10 of BHLDN's 21 stores. 

• The assortment includes more than 30 bridal gowns and 20 bridesmaid dresses in sizes 0–26W, according to a company press release.

• The dresses include the brand's private labels as well as designs from Hayley Paige, Watters, Nouvelle Amsale, Jenny Yoo, Amy Kuschel, Theia, Tadashi Shoji and Adrianna Papell, the retailer said.

Dive Insight:

Anthropologie launched its BHLDN wedding brand nearly a decade ago, but now sees inclusivity as a key selling point.

"We want our brides and their bridal parties to feel beautiful and confident, which starts with a shopping experience that exceeds expectations," BHLDN General Merchandise Manager Lori Conley said in a statement. "Every neckline, sleeve shape, waist drop, and detail in the collection was designed with the Plus customer in mind."

In contrast to some apparel makers and retailers that bemoan the complexity and expense of developing extended size ranges, BHLDN took care in its press release to promise that the retailer "will never charge extra for styles within its Plus category."

"Getting the fit right for brides was our number one priority," Conley said. "Before going into production, each BHLDN Plus gown is fitted in-house on a true plus-size fit model, who can move, sit, stand, and spin in the dress to tell us what she likes and doesn't like. This way, we ensure a perfect fit for every BHLDN bride."

With the bridal category already in decline and the pandemic ripping up wedding plans, the long ignored plus market offers a rare opportunity to capture market share, all the more important as several digital upstarts have offered extended sizes from the get-go. Nordstrom, J. Crew and Gap Inc. recently exited the space, while big box juggernaut David's Bridal has struggled for years.