From the original announcement, last year...
http://departmentstoreretailing.blogspot.com/2011/02/urban-o...
Bhldn will launch via an e-commerce site, appropriately, on Valentine’s Day. “We built shipping costs into our model,” said Kristin Norris, Bhldn’s managing director, so customers feel they have nothing to lose by trying on a dress. Bhldn’s first freestanding store is expected to follow in August. “We hope to finalize a location soon,” Norris said, adding that cities with Anthropologie units are being considered. Bhldn will not be sold at Anthropologie.

About two to three Bhldn stores, between 3,000 and 4,000 square feet, will open in 2012. “At the moment, we’re not planning to be as large as Anthropologie. Maybe we’ll have 50 stores in the U.S. [in several] years, and by the time we get to 50, it will be 100,” at which time the company will reevaluate the potential of the brand and possibly continue rolling out units.

I had not read that they had changed plans. Could an really accommodate a BHLDN department - wedding takes up a lot of space? If I remember correctly, the original e-com line only offered 4-6 bridal gowns. Now there are a couple of dozen bridal gowns and twice that number of bridesmaid/party. Seems to me that would take up quite a bit of space.

Perhaps the lag in Anthro drove the change. I was surprised to read the online reviews and see that many were willing to buy online - go figure...a $2,400 purchase!