Beverly Hills market getting younger, local stores report.

Stores, restaurants focused on young are moving there

Shoppers in Beverly Hills are younger these days, and the mix of stores and restaurants there is changing to cater to them.

In the past year, at least four stores and restaurants targeting people in their 20s and 30s have opened in Beverly Hills. Two others are negotiating leases, another is searching for space and yet another will open soon.

At the same time, young shoppers from all over L.A. County have been coming to Beverly Hills, sources say.

In the 1970s, shoppers in their 20s and 30s filled Beverly Hills stores. They continued to shop there as they grew older in the 1980s, although less frequently, noted Jerry Magnin, owner of Polo/Ralph Lauren on Rodeo Drive.

But, he added, their growing children were reluctant to shop in the same place as their parents and stayed away. That created an older customer base.

But then in 1992 younger shoppers started poking around Beverly Hills again as trendy retailers such as Guess? and Benetton began dotting the streets, Magnin said.

Then the upscale department store Barneys New York opened in March and became a Beverly Hills magnet for younger shoppers, said an authority on Beverly Hills retail who wished to remain anonymous. "I think Barneys welcomed them officially," the source said.

A segment of Barneys merchandise caters to the younger set, but Barneys actually appeals to all age groups and offers all pricing levels, noted Barneys Chief Operating Officer Charles Bunstine II.

Nevertheless, Beverly Hills is now filled with younger shoppers in their 20s and 30s and stores that cater to them.

"There are lots of younger people in the area," said John Martins, vice president, general manager of Neiman Marcus.

"We do see more young kids. They've got backpacks on their backs," said Janice Poss, manager of Celine, which sells women's luxury goods.

However, the older established clientele is still around, Poss said.

In addition, there are still plenty of summer tourists in Beverly Hills, although fewer than before the Persian Gulf War, recession, riots and earthquake, Magnin said. There are fewer Japanese tourists but more from Europe, Mexico and Latin America, he said.

Several stores have opened recently to meet the tastes of young shoppers. Speedo, a swim and fitness store, debuted at 9495 Little Santa Monica Blvd. on June 25, said Dick Carter, vice president in the Century City office of Blatteis Realty Co.

Also, a new clothing store and a restaurant both recently opened in 2 Rodeo, a posh shopping center at the corner of Rodeo Drive and Wilshire Boulevard.

Max Studio, which sells women's designer clothing, is attracting many young actresses, said Peggy Goodwin, marketing director at 2 Rodeo. It opened June 13.

And McCormick & Schmick's restaurant, which opened May 23 and offers a $1.95 happy hour buffet, is becoming a popular after-work spot, Goodwin said. The restaurant is "attracting younger people that don't go to Bistro Gardens or other chi-chi restaurants around town," she said.

A third tenant expected to open near Thanksgiving that should attract young shoppers is Istante by Gianni Versaci and Istante by Versaci Jeans Couture, two names for one men's and women's designer clothing store, Goodwin said.

In addition, Baja Fresh, a Mexican restaurant, opened last September at 475 North Beverly Drive, said Carter.

Furthermore, a Planet Hollywood restaurant and a Nike store, which sells Nike Inc. footwear, apparel and accessories, are in final negotiations for space in Beverly Hills, he said.

And J. Crew, a men's and women's clothing store, is searching for space, he added.

The younger shoppers are spending big bucks at some already established Beverly Hills retailers but are being thrifty at others.

Young customers are spending $600 a pop to buy sets of luxury bed sheets at Frette, said Dann Moss, the Italian linen store's CEO and general counsel.

This Rodeo Drive store is gearing its mailing lists to consumers under 40 who are making more than $150,000 per year, Moss said.

Moss said he also took advantage of a block party held on Rodeo Drive July 10 to promote his business to the young people who each paid $300 to attend. Moss hired a young actor and actress to lie with a cat and dog in a bed in the store's window.

But Martins at Neiman Marcus said the young crowd doesn't spend as much money as the older people. The women are buying leisure sportswear, namely David Dart, DKNY and Ellen Tracy brands, he said. The young men are buying John Bartlett and Artifact clothes.