Legacy: Dior’s Heritage and Beverly Hills Connection
Christian Dior was never a stranger to California. In 1947, just months after his groundbreaking “New Look” collection electrified Paris, he toured the United States and declared the Golden State “paradise on earth.” For Dior, Los Angeles embodied everything he cherished: light, nature, cinema, and a sense of endless possibility. Hollywood’s screen icons, such as Marlene Dietrich, Rita Hayworth, and Marilyn Monroe, soon carried his gowns from studio lots to red carpets, cementing Dior’s reputation as both a couturier and a dream-maker.
Beverly Hills, then as now, was the stage where luxury and celebrity intersected. Dior first planted roots here decades ago, with boutiques that introduced Angelenos to Parisian savoir-faire. But the ambition for something greater, a true House of Dior on Rodeo Drive, was seeded long ago.
That vision took shape in 2016, when LVMH, Dior’s parent company, acquired the storied House of Bijan property for $122M, at the time a record-breaking sum on Rodeo Drive. Initially slated as Dior’s West Coast flagship, the site became instead a Louis Vuitton men’s store. Dior’s maison would take nearly a decade longer to realize — requiring patience, planning, and the strategic assembly of three adjacent properties at 317–323 North Rodeo Drive.
Now, in 2025, Dior’s dream is fulfilled. A four-story, nearly 48,000-square-foot maison opens its doors not just as a retail space but as a sanctuary of heritage and imagination. Here, Dior’s history in Beverly Hills converges with its founder’s poetic vision of California, a place where gardens, art, and cinema still inspire couture. The House of Dior Beverly Hills quietly opened last week for its most discerning clients and officially opened to the public on Saturday, September 27, 2025.
Strategy & Financials: Dior’s Global Momentum
The House of Dior Rodeo Drive is not an isolated opening; it is a calculated move within a broader global strategy. Dior today stands as one of the fastest-growing luxury brands in the world and a crown jewel within LVMH’s Fashion & Leather Goods division.
Between 2018 and 2022, Dior’s couture revenues nearly tripled, reaching an estimated €6.6 billion. Analysts attribute this surge to a blend of creative hits (from the Saddle Bag revival to Dior Men’s collaborations) and a sharpened retail strategy under LVMH’s stewardship. The brand’s profitability is strong, with margins in line with Louis Vuitton’s, upwards of 38–40%. This makes Dior both a growth driver and a profit engine.
