The Swedish apparel giant has opened its first-ever location in Beverly Hills, California. Spanning more than 5,000sq ft, the store is focused on a highly curated, or “handpicked curation” of H&M’s offerings, including its most elevated designs, special collections and accessories.
It also features the brand’s second permanent secondhand in-store shop concept, Pre-Loved, which debuted in New York City’s SoHo neighbourhood last year.
H&M Beverly Hills joins a growing list of concept store locations the retailer has opened in Chelsea (London), Södermalm (Stockholm), Le Marais (Paris) and Seongsu (Seoul). Each store is designed to reflect the spirit of its neighbourhood while strengthening brand relevance and awareness among H&M’s target customers.
For the Beverly Hills location, H&M is partnering with Wasteland, an iconic LA-based vintage store known for its trend-forward curation and deep roots in the local fashion scene. To commemorate the launch, H&M and Wasteland will host pop-up shops at four iconic LA flea markets over the course of four weeks.
“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 at 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.”
