Streets of Beverly Hills Debuts
Men’s suiting and sportswear boutique Streets of Beverly Hills debuted recently as a sophisticated showcase for HMX Group brands Hickey Freeman, Bobby Jones, Coppley and Hart Schaffner Marx.
HMX suits and sportswear are made in factories in Chicago; Rochester, N.Y.; and Ontario, Canada, but the new shop might have a familiar feeling to those who know its address—310 N. Beverly Drive in Beverly Hills, Calif.
A Bobby Jones boutique operated at the address from 2000 to 2009, and the 2,500-square-foot space remained vacant until this year.
Streets of Beverly Hills manager Richard Villaluz also worked at the former Bobby Jones store. He said HMX Group will open five Streets stores, and each will take its name from its neighborhood. HMX opened a Washington, D.C., location on Sept. 23, and it is called Streets of Georgetown.
Streets of Beverly Hills takes a page out of Los Angeles history with its deacute;cor. Pictures of actors from Hollywood’s golden age, such as Spencer Tracy and Marlon Brando, line the walls of the second room of the shop. The back wall of the store is lined with mounted antlers, and the rest of the boutique looks like a well-appointed study framed by mahogany wood.
Streets of Beverly Hills will display and offer many different categories for Hickey Freeman suits as well as Hart Schaffner Marx, a label worn by President Obama during the 2008 campaign and his inauguration day. Retail price points will range from $600 to $1,800 for ready-to-wear, which range from classic Wall Street suits to more contemporary suits with skinny lapels.
The shop also will offer made-to-measure suits that are constructed in HMX Group’s factories. Retail price points will range from $1,000 to $3,500.
The heavy tourist traffic of Rodeo Drive, a couple of blocks away from Streets of Beverly Hills, does not venture much to Beverly Drive. Villaluz estimated more than 60 percent of his customers would be Beverly Hills locals.—Andrew Asch
