Beverly Hills Polo Club

Current Feature – Issue 125


Reflecting the elegant, casual and fun lifestyle in California, Beverly Hills Polo Club has established itself as more than a brand, but as a lifestyle to be a part of. RLI sits down with company CEO Eli Haddad to discuss the expansion and goals of the company moving forward…

Formed in 1982, the Beverly Hills Polo Club brand has drawn inspiration from the luxury and heritage of the city of Beverly Hills, harnessed the allure of the classical sport of polo, and highlighted the exclusivity of being part of a club. It is a brand that is known not just in the US, but across the globe. In its 35 years of operation, the brand has grown its international distribution to over 650 BHPC stores worldwide, with 50 of these operated through new ownership that is European based. Within the next two years Beverly Hills Polo Club is adding, through existing partnerships with top regional franchisees, an additional 100 stores, primarily in the GCC/Middle East region and across India.

“With the launch of our very exciting social media campaign, and the enthusiastic consumer reception to our marketing, the entire company and brand has been energised.”

Eli Haddad, Chief Executive Officer, Beverly Hills Polo Club.

Over the past 12 months, social media and marketing has been at the forefront of the company’s thinking. “With the launch of our very exciting social media campaign, and the enthusiastic consumer reception to our marketing, the entire company and brand has been energised,” explains Eli Haddad, CEO of Beverly Hills Polo Club. Along with the 100 planned store expansion in existing regions, the company’s focus is to open up in major Latin American countries as well as in Eastern Europe. Plans are already under discussion with proposals in play for several of these markets. New markets that are developing as viable targets for Beverly Hills Polo Club are now in Central and Western Europe.


WELCOME TO THE CALIFORNIA CLUB

“We think Western Europe has incredible potential now that affordable luxury has become a viable proposition for the increasingly demanding and squeezed upper middle-class consumer,” says Haddad. To maintain such a recognisable brand with its aspirational image, the company maintains a commitment to continuous product development in each lifestyle product sector. From its core offering of fashion, brand offerings extend to footwear, leather and fashion accessories, luggage, home textiles, and fragrances. Designers work continuously with production teams on new developments for each product category. Concurrently, all members of the various Beverly Hills Polo Club teams operate under one design theme and each team maintains demanding quality as well as exquisite design standards.

“Each product line blends together to form a unique synergy, to effectively communicate our lifestyle message. Our design teams research and respond to changing target consumer wants and needs, within the context of our brand ethos.”

Eli Haddad, Chief Executive Officer, Beverly Hills Polo Club.

“Each product line blends together to form a unique synergy, to effectively communicate our lifestyle message. Our design teams research and respond to changing target consumer wants and needs, within the context of our brand ethos,” Haddad adds. Operating in more than 80 countries, the brands product offerings actually have to change very little across many cultures. With the current emergence of a media influenced ‘global consumer’, the Beverly Hills Polo Club message lends itself effectively to international lifestyle branding. The core profile of the company’s target customer remains consistent, focusing on the 25-45 year old aspiring professional. Because of this, the brand makes minor adjustments in its design elements for specific markets.


For the full article, please see the July/August 2017 issue or subscribe here