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H&M LAUNCHES NEW CONCEPT STORE IN BEVERLY HILLS, INTRODUCING H&M PRE-LOVED TO L.A.
The Beverly Hills store features RFID inventory, resale and vintage sections, and partners with local thrift shops as part of H&M's renewed U.S. retail investment.
- On opening day, H&M debuted a 5,000-square-foot boutique at 370 North Beverly Drive in Beverly Hills, its first store inside the 90210 area code.
- As part of a strategy shift, H&M is pushing hyper-local, fashion-first stores to deepen cultural relevance and expanding the H&M Pre-Loved initiative, launched in New York's SoHo and backed by Sellpy, secondhand platform.
- The store features a dedicated Pre-Loved area with Wasteland and pop-ups at four L.A. flea markets, plus RFID-enabled inventory systems, in-store pickup, mobile checkout, and activations with Maeve Reilly, Sami Miro, and Tue Nguyen.
- H&M will use the Beverly Hills site as a hub for activations, including holiday events and celebrity partnerships, while executives described the launch as a renewed U.S. retail investment to 'polish the brand' and engage L.A. as a cultural anchor.
- As part of a broader rollout, the Beverly Hills store joins H&M's experimental outposts in Stockholm's Södermalm, Paris's Le Marais, London's Chelsea and Seoul's Seongsu while following relocations at Beverly Center and The Grove this year.
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Total News Sources34
Leaning Left4Leaning Right0Center15Last UpdatedBias Distribution79% Center
Bias Distribution
- 79% of the sources are Center
79% Center
L 21%
C 79%
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