H&M unveils new concept in Beverly Hills, introduces Pre-Loved to LA

H&M has opened its first retail location in Beverly Hills, unveiling a new concept for the area that introduces its H&M Pre-Loved offering to the LA audience.

Located at 370 North Beverly Drive, the 5,000 square feet store draws inspiration from the retailer’s Scandinavian heritage and the architectural history of California. Its interior, designed by an in-house team, incorporates features like an open wood ceiling, stucco-textured walls, and travertine stone accents.

The site intends to serve as a “hub for events and activations”, a press release said, while stocking a range of new and “most elevated” collections, including the H&M Studio Holiday line.

Its opening marks the LA debut of Pre-Loved, a curated secondhand offering which initially arrived in the US last year as part of a New York shop-in-shop. This latest launch comes as part of a partnership with local vintage store Wasteland, with which H&M will also host pop-up shops at four LA flea markets over the coming weeks in celebration of the collaboration.

The Beverly Hills location reflects a continued investment by H&M into the LA market, where it has already initiated a slew of store openings and remodels. The company unveiled plans for a city-wide rollout earlier this year on the back of launching a new store format in LA.