H&M has launched a bold new concept store in Beverly Hills, blending Scandinavian design with California flair while introducing its H&M Pre-Loved section to Los Angeles. Spanning over 5,000 square feet, the location sits in a historic Art Deco landmark, reimagined by H&M‘s in-house architecture team. Open wood ceilings from the original structure pair with stucco-textured walls, tile flooring, architectural wood shelving, and travertine stone accents for an elevated shopping vibe.
Jörgen Andersson, Chief Creative Officer at H&M, said, “With this new concept store in Beverly Hills, we’ve created more than a destination — we’ve created an experience. 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 design draws from H&M‘s Scandinavian roots and California‘s architectural past, creating a space that feels both timeless and trendy. Shoppers can now browse current collections alongside secondhand gems, marking a push toward sustainable style.
The grand opening drew a star-studded crowd, with Amelia Gray, Delilah Belle, Julez Smith, and Tina Knowles stepping out in fresh H&M looks. This debut also brings H&M Pre-Loved to Los Angeles as the brand’s second permanent in-store shop-in-shop in North America, following SoHo NYC last year. Partnering with Wasteland, the iconic LA-based vintage retailer famed for trend-forward picks, the section promises curated pre-loved pieces with deep local flavor. To hype the launch, H&M and Wasteland will pop up at four iconic LA flea markets across four weeks.
Cheryl Cohen, Founder and CEO of Wasteland, said, “Since Wasteland‘s inception, our whole ethos has centered on sustainability, and making people’s sartorial dreams come true! Our hope is that anytime a customer enters one of our stores, or our new pre-loved collaboration with H&M, they feel like they’re in the best closet in the world. I’m excited for both H&M and Wasteland‘s customers to experience this new chapter that both teams have been working so hard on.” This tie-up taps Wasteland‘s street cred to make resale feel fresh and accessible. Expect high-end vintage mixed with H&M‘s everyday staples for endless mix-and-match potential.
Tech smarts power the experience behind the scenes, with RFID systems tracking inventory for quick finds and restocks. Customers enjoy in-store pickup for online buys and mobile checkout, freeing staff to help anywhere on the floor. Digital screens flash style tips and campaign visuals, keeping inspiration flowing. These perks aim to make shopping seamless and fun in the 5,000+ square foot space.
H&M Beverly Hills slots into a global lineup of concept stores like Chelsea (London), Södermalm (Stockholm), Le Marais (Paris), and Seongsu (Seoul), each tuned to its neighborhood’s pulse. Post-launch, it becomes an event hub with a Holiday gifting activation and tastemaker-led gatherings featuring Maeve Reily, Sami Miro, and Tue Nguyen. This move sharpens H&M‘s edge with younger, culture-savvy shoppers chasing sustainability and vibe.
