H&M has opened its newest concept store in Beverly Hills, Calif., featuring fashion-forward womenswear and H&M Pre-Loved, the retailer’s resale collection. The 5,000-square-foot store, inspired both by H&M’s Scandinavian heritage and California’s architectural history, features an open wood ceiling original to the structure along with stucco-textured walls, tile flooring, architectural wood shelving and travertine stone accents.
The store, which opened on Nov. 20, is H&M’s second to feature its curated resale assortment, following the launch in NYC’s SoHo in 2024. In the Beverly Hills location, H&M is partnering with Wasteland, an LA-based vintage store known for trend-forward curation and deep roots in the local fashion scene. To mark the collaboration, Wasteland and H&M will host pop-up shops at four iconic LA flea markets this month and next.
“Since Wasteland’s inception, our whole ethos has centered on sustainability, and making people’s sartorial dreams come true,” said Cheryl Cohen, Founder and CEO of Wasteland in a statement. “Our hope is that anytime a customer enters one of our stores or our new pre-loved collaboration with H&M, that they feel like they’re in the best closet in the world.”
H&M has been working to support sustainability and circular commerce for several years as it seeks to mitigate some of the environmental effects of fast fashion retailing. H&M was among the first four lead funders of the $250 million Fashion Climate Fund that debuted in June 2022. H&M and Camp partnered on an interactive two-part sustainability activation at Camp’s Columbus Circle store in NYC in July 2022.
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The new Beverly Hills store leverages RFID technology to help ensure accurate inventory and streamline item location and replenishment. Customers can pick up online orders at the store and take advantage of mobile checkout. The Beverly Hills store also will play host to local events, including a holiday gifting activation and curated events with local tastemakers such as Maeve Reily, Sami Miro and Tue Nguyen.
