Tommy Hilfiger has opened a 6,600-square-foot flagship store at the southwest corner of North Robertson and Beverly boulevards in West Hollywood, marking Hilfiger’s return to freestanding retail in the L.A. area after a 12-year hiatus.
The remodeled boutique, located in a corner storefront space once occupied by an Armani Exchange, aims for an aesthetic Hilfiger calls “East Coast traditional meets West Coast ease,” with a navy blue tiled facade and brass door and window accents that make the store exterior feel like the architectural equivalent of a preppy blue blazer. Inside, blond wood floors in a herringbone parquet pattern and arched Quonset hut ceilings criss-crossed with white-painted trusses give the space a luxe boathouse-on-the-Charles feel.
In addition to Hilfiger’s men’s and women’s runway collections, sportswear, kids’ clothing, denim and accessories, the store includes a smattering of vintage non-Tommy apparel and accessories, such as a 1970s Diane Freis silk top ($275), and repurposed pieces, such as Fritz & Fraülein’s tablet cases crafted from upcycled cloth sugar sacks ($55).
The Tommy Hilfiger brand, now owned by PVH Corp., retails in the U.S. exclusively through Macy’s department stores and four other stand-alone bricks-and-mortar Hilfiger stores (two in New York and two in Miami).
The new boutique is an opportunity to not only showcase the label’s full range of apparel and accessories but to also cultivate a closer relationship with the entertainment industry here. That means touches like an exclusive-to-L.A. capsule collection of four red-carpet-worthy tuxedos and a dedicated VIP dressing room tucked away in the back for celebrities, stylists and studio services.
Efforts at strengthening the Hollywood/Hilfiger bond were evident from the scale of the store’s pair of Feb. 13 grand-opening bashes, star-studded events that counted among their notable attendees Alicia Keys, Drew Barrymore, Jessica Alba, Julianne Hough, Neil Patrick Harris and Adam Scott.
The last time Tommy Hilfiger had such a high-profile local retail presence was a stretch from 1997 to 2001, when the brand occupied the 22,000-square-foot, white-trellised building at the corner of Rodeo Drive and South Santa Monica Boulevard, now home to a Brooks Brothers store.