Fragrance house

Fred Haymans

Fred Hayman’s brand story is rooted in Beverly Hills retail and fragrance. In 1961, Fred Hayman opened Giorgio Beverly Hills at 273 Rodeo Drive, described as the street’s first high-end boutique. By 1963, he was its sole owner and had developed the store into a fashion, hospitality, and entertainment-oriented retail concept. Hayman was also a driving force behind the Rodeo Drive Committee, founded in 1977 to promote the street as an international luxury-shopping destination. In 1981, Fred Hayman and Gale Hayman launched the Giorgio Beverly Hills fragrance, whose scent-strip advertising became an influential practice in the fragrance business. Contemporary reporting described the fragrance as one of the most successful in history, while Victory International identified it as the best-selling fragrance of the decade. Giorgio Beverly Hills and its fragrance business were sold to Avon in 1987; the store was renamed Fred Hayman Beverly Hills in 1989. The fragrance division’s assets and liabilities later passed to Parlux, which sublicensed the rights to Victory International. Hayman received the Rodeo Drive Walk of Style award in 2011.