Fast fashion has officially entered Beverly Hills’ Golden Triangle with H&M throwing open its doors.
The retailer, as previously reported by Vernon Proper, took over space once occupied by sister chain & Other Stories, which now no longer has a presence on the West Coast.
The 5,000-square-foot store is dubbed a concept shop by H&M, with an H&M Pre-Loved shop-in-shop on site. The store is the first H&M on the West Coast to have the secondhand selection, after last year’s launch of the pre-owned curation in SoHo.
To pair with the secondhand shop, H&M collaborated with Los Angeles vintage retailer Wasteland on four upcoming pop ups beginning Sunday with the Melrose Trading Post. In the following weeks, there will be additional pop-up shops at Silverlake Flea Market, Santa Monica Antique Market and Rose Bowl Flea Market.
“With this new concept store in Beverly Hills, we’ve created more than a destination—we’ve created an experience,” said H&M Chief Creative Officer Jörgen Andersson.
The retailer celebrated the store’s grand opening with Amelia Gray, Delilah Belle, Tina Knowles and Julez Smith on hand for the ribbon cutting.
Market Push
The Beverly Hills location comes on the heels of several major plays in the Los Angeles area for the retailer.
In August, H&M opened a store at The Original Farmers Market. The major footprint comes in at roughly 15,000 square feet across two levels.
Earlier this month, the company reopened its store at the Beverly Center, where it was relocated to the mall’s 7th floor.
Even with the big push in Los Angeles, H&M’s growth is global.
August saw the company launch into the Brazilian market in a bid to eventually expand its footprint in other parts of Latin America.
September marked the opening of a Paris flagship in Le Marais. The following month came the three-level concept space in South Korea
All the while, store refreshes across the fleet are a continued focus.
For the nine months ended Aug. 31, H&M counted 3,680 stores, which was down 97 from the prior year’s comparable period.
H&M parent, H & M Hennes & Mauritz AB, reported $18 billion in sales for the nine-month period ended Aug. 31, which was down 2 percent on account of store closures and currency impacts, the company said.
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