July 19, 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

Man Arrested in Brentwood for Impersonating Firefighter During Palisades Fire

July 18, 2025

July 18, 2025

The suspect faces at least 28 criminal counts—including 23 felonies—spanning incidents from 2023 to May 2025 Federal and local law...

Study Highlights Economic Impact of Cap-and-Trade Extension in Los Angeles

July 18, 2025

July 18, 2025

Governor Gavin Newsom and legislative leaders are pushing to reauthorize the program this year, citing its role in generating 287,000...

Nearly $1B Secured for Refinancing of Westfield Century City Mall

July 17, 2025

July 17, 2025

The proceeds will replace a $925 million commercial mortgage-backed securities loan, originally issued by Morgan Stanley in 2023 and due...

West Coast Premiere of ‘The Opposite of Love’ Opens at Hudson Backstage Theatre

July 17, 2025

July 17, 2025

Produced by Neil Gooding Productions, behind shows like Back to the Future: The Musical, the play runs Thursdays through Saturdays...

Tesla Seen Nearly Crashing into West LA Home After Collision

July 17, 2025

July 17, 2025

Footage depicted a blue Prius on the road with significant front-end damage A crash involving injuries was reported around 12:30...

DUI Checkpoints to be Conducted Across LA This Weekend

July 16, 2025

July 16, 2025

The LAPD selects checkpoint sites based on data indicating high incidents of impaired driving-related crashes and arrests The Los Angeles...

Mayor Bass Hails National Guard Withdrawal as Victory for Unity

July 16, 2025

July 16, 2025

The Pentagon’s decision to reduce the troop presence follows weeks of legal challenges and public demonstrations Mayor Karen Bass celebrated...

(Video) Did You Know Emma Chamberlain’s Coffee Shop is in Century City?

July 16, 2025

July 16, 2025

The outpost is a first for the popular influencer Did You Know Emma Chamberlain’s Coffee Shop is in Century City?...

Dodgers to Host Back to School Bash for Fire-Affected Families

July 16, 2025

July 16, 2025

The free event will offer free groceries, school supplies, outfits, haircuts, medical screenings, and carnival rides The Los Angeles Dodgers...

Hundreds of Red-Legged Frog Tadpoles Released in Santa Monica Mountains

July 16, 2025

July 16, 2025

Once widespread in California, red-legged frogs vanished from the Santa Monica Mountains by the 1970s Nearly 600 California red-legged frog...

LA Sees Second Straight Year of Homelessness Decline, Leaders Celebrate Progress

July 16, 2025

July 16, 2025

The survey, designed by the University of Southern California, reported a 17.5% drop—the largest two-year decrease on record The Los...

Westwood Village Board to Discuss Public Art Initiative

July 15, 2025

July 15, 2025

The initiative aims to enhance community pride, boost local business revenue, and address urban blight through public art corridors and...

Beverly Hills Plans Major Apartment Development Near Civic Center

July 15, 2025

July 15, 2025

The site, currently holding 13 residential units, is slated for demolition to make way for the new development A proposal...

Federal Judge Sides with Santa Monica, Other Local Governments Against Immigration Raids

July 15, 2025

July 15, 2025

Santa Monica Mayor Lana Negrete praised the ruling, saying it reaffirmed the city’s commitment to protecting residents from unjust detention...

California Hits Two-Thirds Clean Energy Milestone

July 15, 2025

July 15, 2025

This year, clean energy has powered the state for an average of seven hours daily, with over 90% of days...