Fragrance house

Fred Hayman

Fred Hayman’s public identity was shaped by Beverly Hills luxury retail, combining fashion with hospitality, entertainment, and personalized service. In 1961, Hayman and George Grant opened the Giorgio Beverly Hills boutique at 273 Rodeo Drive; Hayman bought out Grant the following year. The original shop helped establish Rodeo Drive as a luxury-fashion destination and introduced West Coast customers to designers from New York, Paris, and London. Hayman’s retail concept included a reading room, pool table, oak bar, and a highly personal service style, linking Beverly Hills retail with Hollywood-oriented presentation. In 1981, Hayman and his then-wife and business partner Gale launched the Giorgio Beverly Hills fragrance. It was described as one of the most successful fragrances in history, while its scent-strip marketing became a standard advertising tool in the fragrance business. After the Giorgio business was sold, Hayman rebranded the boutique under his own name, and introduced the 273 fragrance in 1989. Avon acquired Giorgio Inc. in 1987, followed by Procter & Gamble’s purchase of the fragrance line in 1994; Giorgio Beverly Hills was later divested by Procter & Gamble and included in the Elizabeth Arden portfolio acquired by Revlon in 2016.