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Dior to Build New Rodeo Boutique

Christian Dior, the storied luxury brand, will combine its women’s and men’s stores into a single location on Rodeo Drive in Beverly Hills, according to a media report.

Luxury Retail Market reported that the new House of Dior location will serve as the West Coast flagship boutique for the brand.

Its product offerings will include women’s, men’s and children’s ready-to-wear clothing items; leathergoods; fashion accessories; shoes; watches; and homeware such as decorative objects, glassware, tableware and flatware.

The homeware collection will be the first complete offering available in-store, the publication said, adding, “The company introduced the category in 2020 and a limited offering in a pop-up boutique on Rodeo Drive.”

According to documents filed with the city of Beverly Hills, the Parisian luxury brand will build a three-story House of Dior with a rooftop restaurant complete with underground parking. The restaurant will feature 14 outdoor tables with a total of 46 chairs across 1,440 square feet of space, the publication reported.

The Christian Dior men’s boutique in Beverly Hills.

The luxury retailer has a cafe in Miami, located above the women’s boutique in the city’s design district.

“The new House of Dior will be a 47,900-square-foot structure, taking over three buildings (317-323 N. Rodeo Drive), and each floor will have an outdoor terrace,” the publication added.

The project dates back to 2016 when Dior parent company LVMH Moet Hennessy-Louis Vuitton purchased the Bijan building for $122 million. It was the original location for the House of Dior and the current location of the Louis Vuitton men’s store, the publication reported.

According to sources who spoke to Luxury Retail Market, another option was to build the Dior boutique in six buildings at 309-323 N. Rodeo Drive.

A new Loro Piana store, a sister luxury brand of Dior, occupies two storefronts at 313-315 N. Rodeo Drive.

Christian Dior is a publicly traded company on the over-the-counter market in the U.S. LVMH also trades on the OTC market.

In the third quarter, Christian Dior had revenue of about $19 billion.

“Europe, the United States and Japan, up sharply since the start of the year, benefitted from the solid demand of local customers and the recovery in international travel,” the company’s earnings report said. “Asia (including China) saw a lower level of growth over the first nine months of 2022, though growth in the (third) quarter accelerated there due to the partial easing of health restrictions.”

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Mark R. Madler Author