Fragrance house

giorgiobeverlyhi

Giorgio Beverly Hills began its story in 1961, when Fred Hayman and George Grant opened a boutique at 273 Rodeo Drive. Hayman bought out Grant the following year, and the boutique helped transform Rodeo Drive into an international upscale fashion and retail destination, introducing West Coast shoppers to designers including Halston, Diane von Furstenberg, Chloé, and Zandra Rhodes. Its yellow-and-white awning became a visual symbol of a Beverly Hills lifestyle, while the store’s reading room, pool table, and oak bar gave the retail space a hospitality-oriented character. In 1981, Hayman and his then-wife and business partner Gale Hayman developed Giorgio, the brand’s first fragrance, as an expression of the boutique’s spirit and lifestyle. Giorgio became a signature fragrance and held the position of the nation’s top-selling fragrance for four years before being displaced by Red. Launched in the late 1980s, Red became the nation’s top seller in 1990, with Giorgio and Red providing the principal sources of the company’s fragrance revenue at that time. The original store closed on May 16, 1998; in 2009, Hayman symbolically re-created its storefront.