Terrain is coming to Doylestown. The new location booked 100 weddings and events before even opening.

When Sarah Cornwell first heard that Terrain, the home and garden brand from URBN, was coming to Doylestown, she couldn’t believe it. In the past, she’s driven an hour and a half to the Glen Mills location to have the warm bread served in a flower pot with flavored butters, she said.

A Terrain “puts Doylestown on the map,” said Cornwell, a jewelry designer who lives in the Bucks County town.

The new Terrain, which opens June 29 at 2100 Lower State Rd., will be located on the campus of Delaware Valley University as part of a partnership between the consumer brand and the college. The Terrain footprint will include a retail store, restaurant, nursery, and event space. Once fully staffed, the site will have 200 full-time and part-time employees.

The Doylestown Terrain will be located on what used to be the Market at DelVal, which was operated by Shady Brook Farm. The university, known for its agricultural program, is growing produce to be used at Terrain’s restaurant, or sold directly to customers in the shop.

“Part of that partnership agreement is they’re going to have their own section to sell their products in our environment,” said URBN chief development officer Dave Ziel.

Terrain will also offer internships to Delaware Valley University students.

Terrain, which sells outdoor and home goods, launched in 2008 in Glen Mills, and has since opened six additional locations in California, Maryland, Connecticut, and Pennsylvania. The brand is part of URBN, the Philadelphia-founded company, which also owns Urban Outfitters, Anthropologie, Free People, and Nuuly.

Terrain’s success comes from the combination of the retail sites, restaurants, and event spaces, says Ziel.

“Without all three of them together, it’s much less powerful … it’s the chemistry of the whole that makes the total sales successful,” said Ziel.

The business was ”dramatically impacted” during the pandemic, says Ziel, as in-person events were canceled, and people stayed home. But he says customers are coming out again.

The event venue in Doylestown can accommodate weddings of up to 160 guests, making it the largest Terrain event space. It also houses the company’s first private dining room, which can host 38 guests.

One hundred weddings and events are already booked for the remainder of the year. Ziel says the events were booked while the site was still under construction, based on renderings of the space.

“It started with one little request,” said Ziel. A woman envisioned her daughter getting married under the 100-foot-tall sycamore trees at the Glen Mills location, says Ziel. Since then, the company’s wedding business has exploded, and now Terrain hosts on average more than 100 weddings a year across all of their locations.

“It’s one of the most prominent pieces of the success of the business of Terrain,” said Ziel.

As a small-business owner, Cornwell hopes Terrain will boost the local economy. This fall she’s opening a brick-and-mortar store for her jewelry business, and hopes some of the customers coming for Terrain will trickle into her store.

“People still picture Doylestown as kind of like the little farm town,” Cornwell said. “I feel like it just gives us the validity that we deserve.”