Roberto Cavalli CEO on why he picked Los Angeles as a key outpost for its North American Expansion

Iconic Italian luxury retailer Roberto Cavalli is set to make a mark with a sprawling new location in Los Angeles. Located at the Beverly Center on the border of West Hollywood, the new boutique is already open for business where shoppers can explore both women’s and men’s collections alongside accessories, fragrances, and home offerings.

Taking up a chunk of its seventh floor, the brand hopes to give customers an immersive experience with bright displays, geometric patterns, and a standout leopard-print wallpaper in true Cavalli fashion. Tiger-print rugs from the retailer’s home collection will further add to the store’s eclectic display.

The retailer will likely be in good company with other international luxury brands such as Burberry, Louis Vuitton, Kenzo, and Salvatore Ferragamo, which are also situated at the mall. For Cavalli, this marks another step into its North American expansion plans after opening up shop in Miami in 2022, and Las Vegas in 2023. Los Angeles seemingly was the next natural step, according to Sergio Azzolari, CEO of Roberto Cavalli.

“Los Angeles is a key market for luxury fashion, blending global influence with a strong presence of high-net-worth individuals, tastemakers, and celebrities and we believe this store can be our hub in the US,” he told Retail Brew via email.

Brian Parent, general manager at Beverly Center, agreed, saying Los Angeles features a “diverse mix of global retailers.”

While traditionally, New York has been the primary fashion hub, things are changing. For several luxury brands, including Louis Vuitton and Gucci, that have long seen the US as a key market, their Los Angeles outposts have been instrumental in their North American strategy with the city’s strong Hollywood connection and culture. It’s why many of these retailers, including the likes of Chanel and Hermès, have permanent addresses on LA’s famed Rodeo Drive.

In fact, Hermès reported strong sales in 2023 citing the US as a key revenue driver with cities like Los Angeles attracting a notable amount of luxury customers.

Of course, for a European brand, success in the US also depends on knowing the American customer. For now, it seems Azzolari knows the difference.

“The LA customer values statement pieces, bold aesthetics, and experiential retail, whereas the European client base is more heritage-driven,” he said. “Our Beverly Center store caters to a younger, fashion-forward audience seeking luxury with a contemporary edge.”