H&M has opened its first concept store in Beverly Hills, marking a strategic expansion in the Los Angeles market. 

Located at 370 North Beverly Drive, the 5000sqft location features a selection of womenswear, accessories, special collections, and H&M Pre-Loved, the brand’s secondhand offering.

The store, housed in a historic Art Deco building, blends H&M’s Scandinavian design with California architectural influences. It is developed in-house by H&M’s architecture team, and reflects a growing global network of concept stores in key urban neighborhoods, including Chelsea (London), Södermalm (Stockholm), Le Marais (Paris), and Seongsu (Seoul).

“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, 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.” 

The Beverly Hills store also introduces H&M Pre-Loved to Los Angeles, in partnership with local vintage retailer Wasteland. This collaboration will be supported by pop-up events at four LA flea markets over the next month.

In addition, technology is central to the store’s operations, with RFID-enabled inventory systems, mobile checkout, and in-store pickup for online orders, designed to streamline the customer experience.

In September, during the Q3 FY25 earnings call, H&M CEO Daniel Ervér highlighted women’s wear as the company’s “main priority”, underscoring its strategic focus in that segment.