House of Dior Coming to Rodeo Drive
West Coast flagship boutique will include private VIC rooms and a rooftop restaurant
Luxury brand Christian Dior will merge their Women’s and Men’s boutiques on Rodeo Drive into a single luxury house. The new House of Dior will serve as their West Coast flagship boutique; product offerings will include:
Women’s, Men’s, and Children’s ready-to-wear
Leathergoods, fashion accessories, shoes, and timepieces
Homeware, including decorative objects, glassware, tableware, and flatware.
The homeware collection will be the first complete offering available in-store. 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 extensive outdoor dining with plans to have 14 outdoor tables with a total of 46 chairs across 1,440 square feet of space.
The luxury retailer currently 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 red square outline, shown in the image below, will be the new location.
This project dates back to 2016 when parent company LVMH purchased the famous Bijan building for $122M; the original location for the House of Dior and the current location for the Louis Vuitton Men’s store. Sources say the second option was to build the House of Dior in 6 buildings (309-323 N. Rodeo Drive). Now a new Loro Piana store, a sister luxury brand of Dior, occupies 313-315 N. Rodeo Drive.
In 2017, LVMH took complete control of Dior and transformed the iconic luxury brand into one the fastest growing and most profitable brands in its portfolio. Under Pietro Beccari's leadership, since 2018, Dior has increased sales revenues by 3X to €6.6B, an estimate by Citi Bank. LVMH does not provide a breakdown of the annual sales of its brands.