By  on December 16, 1994

LOS ANGELES -- Giorgio Beverly Hills plans to boost its presence on Rodeo Drive next spring by more than doubling the size of its boutique.

Giorgio will keep its current space and address, 327 North Rodeo Dr., but the area will jump from 3,000 square feet to 7,300 square feet when the company takes over the adjacent space now occupied by Ted Lapidus. Annual volume is expected to grow from $2 million to more than $5 million, according to industry sources.

When the company opened at its current location in 1989, it considered the space temporary. But Giorgio has remained there.

"After five years in a temporary location, it's time for us to put our roots down and to grow," said Linda LoRe, president and chief executive officer. "The boutique serves as a primary advertiser."

The Giorgio fragrance was launched on Rodeo in 1981 by Fred Hayman, who operated a jewel-box boutique by the same name at Rodeo and Dayton Way. After selling the name and fragrance to Avon in 1987, Hayman took down the yellow and white stripes in January 1989 and renamed his store Fred Hayman Beverly Hills. Avon opened the current boutique nine months later.

Giorgio will take possession of the new space and begin construction in March. LoRe has set June 1 as the date for the grand opening. Ted Lapidus is expected to move next year to a location a block or two off Rodeo.

Giorgio officials are working on store design with DGA, a Southfield, Mich.-based firm whose clients include Warner Bros. Studio Store and Origins. LoRe said that although design details have not been completed, the store will reflect the Southern California lifestyle.

The store will carry Giorgio's fragrances, apparel, licensed accessories, signature products and a small selection of apparel and accessories from other designers.

Giorgio Beverly Hills also owns and operates a freestanding store in South Coast Plaza in Costa Mesa, Calif.--Byline: M.M.

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