August 8, 2025 The Best Source of News, Culture, Lifestyle for Culver City, Mar Vista, Del Rey, Palms and West Los Angeles

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

Levain Bakery Lands in Beverly Hills with Cookies, Swag, and a Sweet Surprise

August 7, 2025

August 7, 2025

Newest Location’s Debut Includes Limited-Edition Flavor, Early-Bird Giveaways Levain Bakery will mark the opening of its newest location in Beverly...

Bistro Blue’s One Night Only Seasonal Menu Pops Up at Little City Farms August 10

August 6, 2025

August 6, 2025

Chef Kara Vorabutr’s Garden Dinner Promises to be a Seasonal Showstopper Bistro Blue, a pop-up concept by Chef Kara Vorabutr,...

Cardinale du Vin’s Weekend Izakaya Pop-Up Blends Thai Flavors and Japanese Dishes

August 6, 2025

August 6, 2025

Three Nights Only: Thai-Japanese Fusion Menu Launched in Pico-Robertson Cardinale du Vin is unveiling a special izakaya-inspired menu this weekend,...

Santa Monica’s Chez Jay Celebrates 66 Years with Retro Bash by the Beach

August 6, 2025

August 6, 2025

Landmark Restaurant Celebrates With Classic Cars, Live Music, Celebrity Lore One of Los Angeles County’s most storied restaurants will mark...

Film Review: Weapons

August 6, 2025

August 6, 2025

By Dolores Quintana You might be asking yourself what the film Weapons is about. Not to worry, writer and director...

Trial Date Set for Alleged ‘Ketamine Queen’ in Matthew Perry’s Death

August 5, 2025

August 5, 2025

Woman Accused in Matthew Perry’s Overdose to Face Jury The woman accused of supplying the fatal dose of ketamine that...

Culver City’s Sunset Concert Series Keeps the Beat Going All Summer Long

August 5, 2025

August 5, 2025

Summer Nights Heat Up at the Culver Steps with a Latin Dance Party  Culver City’s 2025 Summer Sunset Concert Series...

DUI Suspect Identified and Charged in Crash That Killed 9-Year-Old, Injured Brother

August 5, 2025

August 5, 2025

RV Driver to Face Serious Felony Charges After Striking Boys Riding E-Scooter The 46-year-old man who was allegedly driving under...

Deadly Crosswalk Hit and Run in West Adams, Victim Hit Multiple Times and Left to Die

August 4, 2025

August 4, 2025

Police Seek Public Help to Identify Three Drivers Who Struck and Killed a Pedestrian  Detectives with the Los Angeles Police...

Woman Shot During Attempted Electric Bicycle Robbery in Culver City

August 4, 2025

August 4, 2025

Suspects Remain at Large After Confrontation Ends in Gunfire Early Monday morning, gunfire erupted during an attempted robbery on Sepulveda...

DUI Suspect Crashed Into Parked Cars in Culver City, Injuring Residents

August 4, 2025

August 4, 2025

Crash Sent Three People to the Hospital on Sunday Afternoon  Culver City Police arrested a man Sunday afternoon following a...

Elvis Meets Oedipus at the Getty Villa in Fall Premiere of Oedipus the King, Mama!

August 4, 2025

August 4, 2025

Getty Villa Stages Rock-Fueled Oedipus Satire Under the Stars The Getty Villa Museum will bring the myth of Oedipus to...

Culver City Approves 344-Unit Project, Drops Office Space From Jefferson Site Plan

August 3, 2025

August 3, 2025

More Housing, Less Office Space as Long-Stalled Site Moves Toward Construction Culver City officials have signed off on a revised...

Cary Grant’s Former Beverly Hills Estate Hits Market for $77.5M

August 3, 2025

August 3, 2025

Rebuilt by His Widow, the Home Now Offers Sweeping Views Once owned by Hollywood legend Cary Grant, a Beverly Hills...

LA Housing Permits Rebound in Q2: Wildfire Rebuild and Fast-Tracked Reviews Spur Modest Growth

August 3, 2025

August 3, 2025

New Data Shows a 37% Quarterly Jump in Residential Permits, Long-Term Uncertainty Looms Residential development in Los Angeles picked up...