Giorgio Beverly Hills

Giorgio Beverly Hills opened in 1961 at 273 Rodeo Drive at the junction with Dayton Way, which was then a very ordinary street.

Hayman recognised the potential of the site, as it was close to The Beverly Hilton hotel, where he had been working.

[1] The store had a reading room, pool table and oak bar, so that men could amuse themselves while the women shopped.

Fred Hayman and his wife Gale spent $260,000 on a huge launch party for the perfume, hosted by Merv Griffin, and with food from five of Los Angeles' top restaurants.

[3] In 1987, the fragrance business and the Giorgio Beverly Hills brand was sold to Avon for $165 million.