June 6, 2025 #1 Local News, Information and Event Source for the Century City/Westwood areas.

Man Who Created Rodeo Drive Into Luxury Retail Destination Dies at 90

(Facebook/@FredHaymanBeverlyHills)
(Facebook/@FredHaymanBeverlyHills)

Fred Hayman, the stylish entrepreneur who turned the Beverly Hilton into a center of high society then transformed Rodeo Drive into an internationally known luxury retail destination, died Thursday at his home in Malibu. He was 90.

Hayman, known as the “godfather of Rodeo Drive,” died after a long illness, according to spokeswoman Katy Sweet.

He was perhaps best known as the longtime owner of Giorgio Beverly Hills, famed for its striped yellow and white awnings on the corner of Rodeo Drive and Dayton Way.

A native of Switzerland, Hayman was a teenager when he moved to New York to work at the Waldorf-Astoria. But he was lured west in 1954 by Conrad Hilton, who hired him to oversee banquet facilities at the Beverly Hilton. His European flair and knack for personalized service made the hotel a major draw for high society.

In 1961, he became a partner in Giorgio Beverly Hills, but he eventually bought out his colleagues and transformed the boutique into the luxury anchor of what was then a little-known retail district.

Using a Rolls Royce to shuttle high-end customers to the shop, Giorgio became a glamour destination for the rich and famous, attracting other luxury brands to the area.

Hayman later introduced the Giorgio Beverly Hills perfume, which he marketed with such flair that it became an international sensation. The fragrance was initially available only at the store or through a toll-free phone number.

Hayman sold the fragrance and name to Avon for $165 million. He renamed the Giorgio store Fred Hayman Beverly Hills and continued to develop highly successful fragrances. He kept the store until 1997, when he leased it to Louis Vuitton.

Hayman is survived by his wife, Betty; sons, Charles and Robert; daughter, Nicole; and 10 grandchildren.

Memorial services are still being planned. In lieu of flowers, donations can be made to Children’s Hospital Los Angeles or Homes for Our Troops California.

Related Posts

(Video) See How CO2 Laser Treatment Removes Wrinkles and Scars

June 5, 2025

June 5, 2025

To Book an Appointment, Go to Mirrormirrormedspa.com To Book an Appointment, Go to https://t.co/GQ7DNcGw8E pic.twitter.com/OdAVVpLIcw — CCNewsLA (@CCWNNews) June 5,...

Film Review: Dangerous Animals

June 4, 2025

June 4, 2025

By Dolores Quintana There’s nothing quite like a good shark horror movie, especially since we are heading into summer. With...

Erewhon and LGBTQ Singer Kali Uchis Serve Summer Smoothie for a Good Cause

June 4, 2025

June 4, 2025

The Sincerely Smoothie Blends Passionfruit, Pitaya, and Malk Coconut Milk LGBTQ singer Kali Uchis has teamed up with Erewhon to...

Levain Bakery and Wanderlust Creamery Team Up for a Sweet Cause This Saturday

June 4, 2025

June 4, 2025

Lily Rosenthal and Chef Mason Royal Host a Cookie & Ice Cream Celebration Larchmont’s Levain Bakery will host a community...

Vietnamese Street Food Pop-Up ‘Little C’ Returns to Crustacean for Limited Lunch Series

June 4, 2025

June 4, 2025

After a Sold-Out Debut, the Fan-Favorite Phở-Forward Concept Reopens  Following a sold-out debut, the Vietnamese street food concept “Little C”...

Fogo de Chão Unveils Fiery Off-Menu Cocktail, the Paper Flame

June 4, 2025

June 4, 2025

Tequila-Based Drink Features a Dramatic Tableside Presentation Fogo de Chão has unveiled its first-ever secret cocktail, the Paper Flame, an...

Marelle Launches ‘The Guest List’ With Renowned Chefs and Friends Alan Wong and Raphael Lunetta

June 4, 2025

June 4, 2025

Santa Monica’s New Chef Series Debuts With a Culinary Celebration of California and Hawaiian Flavors Marelle, a coastal dining destination...

Culver City’s Citizen Public Market Launches Summer Lineup of Food and Art

June 4, 2025

June 4, 2025

From Brats to Biryani: Citizen Public Market Unveils Fantastic New Flavors  Culver City’s Citizen Public Market is rolling out a...

(Video) Some of the Damage Caused By Vandals at Malibu High School Overnight

June 4, 2025

June 4, 2025

40 to 50 people, who are suspected to be students or recent alumni, used eggs, flour, and markers to deface...

Biggest Night of the Year: Don’t Miss GMCLA’s ‘Dancing Queens’

June 3, 2025

June 3, 2025

Culminating its 46th season, the Gay Men’s Chorus of Los Angeles will grace the crowd with Dancing Queens, celebrating iconic...

Driver Arrested for Suspected DUI After Rollover Crash in West Los Angeles

June 3, 2025

June 3, 2025

One Person Hospitalized, Light Pole Smashed After Late-Night Collision One driver was arrested on suspicion of DUI, and another person...

Pluto TV and Oscar-Winning Director Sean Baker Team Up to Host Free Weekend Screenings

June 3, 2025

June 3, 2025

Popcorn Challenge Interactive Event Set for Westfield Century City Mall  The historic Gardena Cinema, one of the last single-screen, family-operated...

Former ‘Real Housewives’ Husband Sentenced to Over 7 Years for $15 Million Client Fraud 

June 3, 2025

June 3, 2025

Federal Judge Rejects Plea for Medical Placement, Orders Restitution and Prison Time Disgraced former attorney Tom Girardi was sentenced Tuesday...

Malibu High Targeted in Overnight Vandalism Spree; Investigation Underway

June 3, 2025

June 3, 2025

Destruction on Campus Prompts Sheriff’s Probe; Students May Face Charges Vandals caused extensive damage to the school property of Malibu...

A Season of Gratitude: After One Year in Business, Urban Jungle Continues Making its Mark

June 2, 2025

June 2, 2025

Over the last year, Urban Jungle, an indoor and tropical plants nursery, has continued its mission to cultivate a place...