H&M Opens Beverly Hills Store With Pre

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.

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.”

That other side inclu