By The Registry
Luxury retail powerhouse LVMH is pivoting its strategy in the wake of a setback on Rodeo Drive in Beverly Hills, California. Following the rejection of plans for a super-high-end Cheval Blanc hotel by local voters, the conglomerate led by Bernard Arnault is now set to establish a massive new Louis Vuitton flagship store at the location.
According to industry reports, LVMH has commissioned architectural renderings for the proposed 50,000 square foot store at 468 Rodeo Drive, a move signaling the company’s commitment to expanding its retail footprint in one of the nation’s most elite shopping destinations.
This strategic shift comes after Beverly Hills voters opposed LVMH’s plans for a 109-key hotel, a project the conglomerate had acquired for $245 million in September 2018. The project was shot down in 2023 after initially receiving approval from the City in 2022, industry reports show.
Alongside the Rodeo Drive project, the company has other plans that include a significant update to the flagship store on the iconic Avenue des Champs-Élysées in Paris. The Parisian flagship is set to take the form of a large silver metal trunk, promising a unique and captivating shopping experience.
The decision to redirect efforts toward expanding the Louis Vuitton brand aligns with the broader trend in the luxury retail sector, where exclusivity and brand experience play pivotal roles in attracting high-end consumers. LVMH is headquartered in Paris, France, and was founded in 1987. LVMH controls around 60 subsidiaries that manage 75 prestigious brands, which includes Louis Vuitton in addition to Tiffany & Co., Christian Dior, Fendi, Givenchy and many others.
