H&M has elevated its U.S. presence with the opening of a brand-new concept store in Beverly Hills, merging Scandinavian design heritage with Californian architectural flair and the latest in retail sustainability trends. The 5,000-square-foot flagship not only boasts an elevated, artful space but marks the Los Angeles debut of H&M Pre-Loved, the brand’s growing secondhand, curated resale offering, now in its second permanent North American installation after the SoHo NYC launch.
Scandinavian Roots Meet LA Cool
Set inside a historic Art Deco building, the interior was developed by H&M’s in-house architecture team, blending original wood ceilings, stucco-textured walls, and design details like tile flooring, wood shelving, and travertine stone. The result is a shopping destination where fashion is “playful, personal and connected to culture,” in the words of Jörgen Andersson, H&M Chief Creative Officer. Opening festivities drew high-profile guests, including Amelia Gray, Delilah Belle, Julez Smith, and Tina Knowles.
H&M Pre-Loved and Wasteland Partnership
Anchoring the opening is H&M Pre-Loved, with the Beverly Hills location featuring a permanent shop-in-shop. For this launch, H&M partnered with Wasteland, the LA-based vintage retailer known for trend-driven curation, bringing local vintage flair and sustainability expertise in-house. In celebration, H&M and Wasteland will host pop-up shops at four legendary LA flea markets over the next month. Cheryl Cohen, Wasteland’s CEO, expressed her excitement, “Our hope is that anytime a customer enters… this new pre-loved collaboration with H&M, that they feel like they’re in the best closet in the world.”
RFID and Digital Integration
The store features the latest tech, leveraging RFID-enabled systems for inventory accuracy, streamlined replenishment, and smart item location. Shoppers can use in-store pickup, mobile checkout, and experience style inspiration via digital screens showcasing the latest H&M campaigns and curated edits. Employees can assist and check out customers anywhere on the floor.
Global Vision, Local Spirit
This location joins a select group of H&M concept stores in hotspots like Chelsea (London), Södermalm (Stockholm), Le Marais (Paris), and Seongsu (Seoul), with each flagship uniquely reflecting its cultural backdrop and deepening the brand’s relevance in the world’s most influential retail neighborhoods.
