Giorgio Beverly Hills was a

luxury goods In economics, a luxury good (or upmarket good) is a good for which demand increases more than what is proportional as income rises, so that expenditures on the good become a greater proportion of overall spending. Luxury goods are in contrast to n ...

store established in 1961. It was the first luxury boutique to be founded on

Rodeo Drive Rodeo Drive is a street in Beverly Hills, California, with its southern segment in the City of Los Angeles. Its southern terminus is at Beverwil Drive, and its northern terminus is at its intersection with Sunset Boulevard in Beverly Hills. The ...

Beverly Hills, California Beverly Hills is a city located in Los Angeles County, California. A notable and historic suburb of Greater Los Angeles, it is in a wealthy area immediately southwest of the Hollywood Hills, approximately northwest of downtown Los Angeles. B ...

History

Giorgio Beverly Hills was founded by

Fred Hayman Fred Jules Pollag (May 29, 1925 – April 14, 2016), known professionally as Fred Hayman, was a Swiss-born American fashion retailer and entrepreneur, founder of Giorgio Beverly Hills in 1961 in Beverly Hills, California. He was also known as "Mr. ...

and George Grant. The name was derived from Grant's first name. Giorgio Beverly Hills opened in 1961 at 273 Rodeo Drive at the junction with Dayton Way, which was then a very ordinary street.

Gucci Gucci (, ; ) is an Italian high-end luxury fashion house based in Florence, Italy. Its product lines include handbags, ready-to-wear, footwear, accessories, and home decoration; and it licenses its name and branding to Coty, Inc. for fragran ...

, Tiffany and others established Rodeo Drive stores in the mid-1970s. Hayman recognised the potential of the site, as it was close to

The Beverly Hilton The Beverly Hilton is a hotel located on an property at the intersection of Wilshire and Santa Monica boulevards in Beverly Hills, California. The Beverly Hilton has hosted many awards shows, charity benefits, and entertainment and motion pic ...

hotel, where he had been working. The store used a signature yellow-and-white striped awning, which came to symbolise a Beverly Hills lifestyle. Hayman bought out Grant in 1962. The store had a reading room,

pool table A billiard table or billiards table is a bounded table on which cue sports are played. In the modern era, all billiards tables (whether for carom billiards, pool, pyramid or snooker) provide a flat surface usually made of quarried slate, that ...

and oak bar, so that men could amuse themselves while the women shopped. In 1979, it was determined that there should be a signature

fragrance An aroma compound, also known as an odorant, aroma, fragrance or flavoring, is a chemical compound that has a smell or odor. For an individual chemical or class of chemical compounds to impart a smell or fragrance, it must be sufficiently ...

; two years later in November 1981, ''Giorgio'' was launched. In that year, the Rodeo Drive store had an annual turnover of $6 million. Fred Hayman and his wife Gale spent $260,000 on a huge launch party for the

perfume Perfume (, ; french: parfum) is a mixture of fragrant essential oils or aroma compounds (fragrances), fixatives and solvents, usually in liquid form, used to give the human body, animals, food, objects, and living-spaces an agreeable scent. Th ...

, hosted by

Merv Griffin Mervyn Edward Griffin Jr. (July 6, 1925 – August 12, 2007) was an American television show host and media mogul. He began his career as a radio and big band singer, later appearing in film and on Broadway. From 1965 to 1986 he hosted his own t ...

, and with food from five of Los Angeles' top restaurants. The "GBH" fragrance business would soon turn over $100 million a year. In 1987, the fragrance business and the Giorgio Beverly Hills brand was sold to Avon for $165 million. The store's name was changed to Fred Hayman Beverly Hills. In 1994 the Giorgio

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

was acquired by

Procter and Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer hea ...

for $150 million that combined it with other luxury fragrance brands such as Hugo Boss, Laura Biagiotti and Otto Kern into what is now the P&G Prestige Beauté division.

Clientele

Customers included

Natalie Wood Natalie Wood ( Zacharenko; July 20, 1938 – November 29, 1981) was an American actress who began her career in film as a child and successfully transitioned to young adult roles. Wood started acting at age four and was given a co-starring r ...

Princess Grace Grace Patricia Kelly (November 12, 1929 – September 14, 1982) was an American actress who, after starring in several significant films in the early to mid-1950s, became Princess of Monaco by marrying Prince Rainier III in April 1956. Kelly ...

Ronald Reagan Ronald Wilson Reagan ( ; February 6, 1911June 5, 2004) was an American politician, actor, and union leader who served as the 40th president of the United States from 1981 to 1989. He also served as the 33rd governor of California from 1967 ...

Nancy Reagan Nancy Davis Reagan (; born Anne Frances Robbins; July 6, 1921 – March 6, 2016) was an American film actress and First Lady of the United States from 1981 to 1989. She was the second wife of president Ronald Reagan. Reagan was born in N ...

, Diana Ross,

Charlton Heston Charlton Heston (born John Charles Carter; October 4, 1923April 5, 2008) was an American actor and political activist. As a Hollywood star, he appeared in almost 100 films over the course of 60 years. He played Moses in the epic film ''The Ten C ...

, and

Elizabeth Taylor Dame Elizabeth Rosemond Taylor (February 27, 1932 – March 23, 2011) was a British-American actress. She began her career as a child actress in the early 1940s and was one of the most popular stars of classical Hollywood cinema in the 1950s. ...

Present day

The location 273 Rodeo Drive is now a branch of

Louis Vuitton Louis Vuitton Malletier, commonly known as Louis Vuitton (, ), is a French high-end luxury fashion house and company founded in 1854 by Louis Vuitton. The label's LV monogram appears on most of its products, ranging from luxury bags and leather ...

References

{{Reflist Buildings and structures in Beverly Hills, California Perfume houses Retail companies based in California Companies based in Beverly Hills, California American companies established in 1961 Design companies established in 1961 Retail companies established in 1961 1961 establishments in California