Swedish fashion chain H&M has opened its first retail location in Beverly Hills. A new concept for the area was introduced, introducing the ‘H&M Pre-Loved’ offering to Los Angeles customers.
The store is located at 370 North Beverly Drive and covers approximately 465 square feet. The design is inspired by the retailer’s Scandinavian heritage as well as California’s architectural history. Designed by an in-house team, the interior includes features such as an open wooden ceiling. There are also walls with a stucco structure and accents made of travertine stone.
The location will serve as a “center for events and activations,” a press release said. At the same time, a number of new and “particularly upscale” collections will be offered. This includes, among other things, the ‘H&M Studio Holiday’ line.
The opening marks the Los Angeles debut of ‘Pre-Loved,’ a curated secondhand offering. This was originally launched in the US last year as part of a shop-in-shop in New York. This latest launch comes as part of a partnership with local vintage shop Wasteland. H&M will also host pop-up stores with this partner at four flea markets in Los Angeles in the coming weeks to celebrate the collaboration.
The Beverly Hills location reflects H&M’s continued investment in the Los Angeles market. The company has already initiated a number of store openings and renovations there. The group unveiled plans for a citywide expansion earlier this year after launching a new store format in Los Angeles.
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