H&M Opens Flagship Concept Store in Beverly Hills
HOSPITALITY
Amelia Gray visits H&M Beverly Hills.
The world of retail is undergoing a massive shift toward hyper-curated, experiential shopping, and H&M is planting its flag firmly at the center of that movement. Today, H&M announced the opening of its first-ever concept store in Beverly Hills, located at the prestigious 370 North Beverly Drive. This special destination store is more than just a typical retail opening; it’s a strategic hub that introduces the brand’s highly anticipated H&M Pre-Loved concept to the Los Angeles market.
The Beverly Hills location is designed to offer a handpicked curation of H&M's most elevated womenswear designs, special collections (including the new H&M Studio Holiday line), and accessories. It will also serve as a center for local events and activations, further embedding H&M into L.A.’s dynamic cultural and fashion fabric.
Design: Scandinavian Heritage Meets California History
The new 5,000-square-foot store occupies a historic Art Deco landmark, a backdrop H&M's in-house architecture team meticulously leveraged. The store concept fuses H&M’s clean Scandinavian heritage with California's architectural history, featuring interiors defined by:
An open wood ceiling original to the structure.
Stucco-textured walls and tile flooring.
Architectural wood shelving and travertine stone accents.
This thoughtfully designed space ensures the shopping experience is artfully designed, elevated, and reflects the sophisticated tone of the Beverly Hills neighborhood.
“With this new concept store in Beverly Hills, we've created more than a destination, we've created an experience,” said Jörgen Andersson, Chief Creative Officer, H&M. “With a curated assortment and elevated interior features, and introducing our pre-loved concept, the store is a space where fashion is playful, personal and connected to culture.”
The Future of Circular Fashion: H&M Pre-Loved
The most significant feature of the new store is the debut of H&M Pre-Loved in Los Angeles, the second permanent in-store shop-in-shop in North America, following its successful launch in SoHo, NYC. This initiative underscores H&M’s global commitment to circularity and sustainability by offering customers a curated secondhand selection.
For this launch, H&M is strategically partnering with Wasteland, a beloved L.A.-based vintage store renowned for its trend-forward curation and deep roots in the local fashion scene.
Cheryl Cohen, Founder and CEO of Wasteland, emphasized the shared ethos: “Since Wasteland's inception, our whole ethos has centered on sustainability, and making people's sartorial dreams come true! Our hope is that anytime a customer enters one of our stores, or our new pre-loved collaboration with H&M, that they feel like they're in the best closet in the world.”
To commemorate the launch, H&M and Wasteland will host pop-up shops at four iconic LA flea markets over four weeks, bringing the pre-loved message to the wider community.
The Beverly Hills store, which joins a growing list of elevated concept stores worldwide, is built for the future, leveraging RFID-enabled systems and convenient features like in-store pickup and mobile checkout to deliver a truly seamless, integrated shopping experience.