H. Lorenzo Men's Opens
Los Angeles-based high-end European boutique H. Lorenzo recently opened men’s boutique H. Men in the space next to its original location on Sunset Plaza, an outdoor high-end casual lifestyle shopping area.
The new location was designed with a museum feel so that clothes can be “displayed as art,” according to Marcus Laxaman, general manager of H. Men.
“It’s like a showcase for the clothing,” said Laxaman. “It’s a different feel for how clothes can be merchandised, as opposed to steel hangars and racks.”
The clothing in H. Men is suspended from metal hooks in the ceiling with tops and bottoms hanging down to eye level. The dressing rooms are also high-tech, with light sensors that open the doors in response to movement and multi-level glass doors that appear to steam up for the sake of discretion when a customer is trying on garments.
Laxaman said that the store had to be edgy to accommodate its particular clientele.
“We cater to the movie and music industry, with high traffic from the Oscars and the Grammys,” he said. “Everyone from wardrobing comes to us if they want an edge. Our male customer is edgy and knows fashion.”
Laxaman, who previously worked at Barneys, said that customers come to H. Men, which caters to larger-sized men, for items unavailable at stores such as his former employer.
“The customer’s chances of finding specific items they won’t find at Barneys are better at this store if he’s larger,” said Laxaman, “We carry sizes 34 up to 56 and XXL.”
In an effort to provide one-stop shopping for its customers, H. Men has a tailor in the basement of the store. Customers can complete their look with men’s shoes, formerly sold at the H. Lorenzo shoe store, also on Sunset Plaza. —Darryl James
