H&M has unveiled a new retail concept in Beverly Hills, marking its first store within the 90210 area code.
The opening continues the company’s expansion into hyper-localized, fashion-first formats, driven by elevated capsules such as its Studio collections and designed to deepen cultural relevance in key global markets. The Los Angeles space — a 5,000-square-foot store at 370 North Beverly Drive — joins H&M’s growing roster of experimental outposts in Stockholm’s Södermalm, Paris’ Le Marais, London’s Chelsea and Seoul’s Seongsu.
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As H&M’s chief creative officer Jörgen Andersson explained, the company has “decided to have stores that might be a little bit smaller, in local areas where we can be closer to culture…where we can work in showing another side of H&M.”
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That other side includes a focus on resale through the H&M Pre-Loved initiative, which debuted in New York’s SoHo last year and is supported through the company’s investment in secondhand platform Sellpy.
In Beverly Hills, H&M Pre-Loved features a dedicated area for vintage hunters and sustainability-minded shoppers, tapping into L.A.’s robust secondhand ecosystem through local partners, including thrift retailer Wasteland. To mark the launch, H&M and Wasteland will collaborate on a series of pop-up shops across four L.A. flea markets over four consecutive weeks, according to the company.
L.A. represents both a cultural anchor and a strategic brand opportunity, Andersson said.
“L.A. is tremendously important,” he went on. “L.A. is a capital in fashion and in pop culture. Music, entertainment, fashion…those are the cities we want to participate with concepts like this.”
The store also signifies a renewed investment in the U.S. retail experience after what Andersson described as a period when the brand had been “lagging behind a little bit in the investment.” This opening follows relocations and remodels at Beverly Center and The Grove earlier this year.
The store will also serve as a hub for activations, including a holiday gifting event and upcoming partnerships with celebrity stylist Maeve Reilly, designer Sami Miro and food influencer Tue Nguyen.
Developed by H&M’s in-house architecture team, the new address sits inside an Art Deco building featuring an original wood ceiling, stucco-textured walls, tile flooring, wood shelving and travertine stone details. The store — which debuts with H&M’s Studio Holiday collection — incorporates RFID-enabled inventory systems and offers in-store pickup for online orders, along with mobile checkout.
The Beverly Hills launch, Andersson added, is part of an effort “to polish the brand.”