H&M Increases Beverly Center Sq. Footage
H&M Hennes&Mauritz AB will be expanding at Los Angeles’ Beverly Center.
Earlier this month, the Swedish fast-fashion retailer took over the 2,000 square feet next to its current space on the prominent retail center’s eighth floor. The space had been most recently occupied by Premier Men. By November, H&M will take up 26,000 square feet on the eighth floor, said a Beverly Center spokesperson. The expansion will give H&M more space to compete against Forever 21, which opened a 45,000-square-foot emporium in the former space of the Beverly Center13 Cinemas in May.
Premier Men is scheduled to reopen on the retail center’s sixth floor in mid-July. It took over the former D&G Dolce & Gabbana space. Premier Men’s new 2,500-square-foot space is close to men’s boutiques such as Traffic and J.Lindeberg. It should be a better fit for Premier Men because, with H&M as a neighbor, the eighth floor increasingly became a destination for juniors, said Gila Leibovitch, co-owner of Premier Men.
“We felt we were in the wrong neighborhood,” Leibovitch said. Premier Men will be the only boutique in the retail center that specializes in sizes for larger men, which go up to 6X, she said. Leibovitch and business partner Johnny Alper run a fleet of five shops under the nameplates of Premier Men and Premier Kids, located in the Beverly Center, and The Vault, The Vault Women & Girls and Melrose Place, all located in Laguna Beach, Calif.—Andrew Asch
