BEVERLY HILLS — With its all-white interior, from the skinny palm trees stretching to the ceiling to the bamboo framed shelf units, Penhaligon’s newest store, here on Rodeo Drive and the second in the U.S., marks the latest chapter in the company’s 137-year history.

“This is the opposite of the traditional dark wood environment in our other stores,” said Joe Cicio, who only a few months ago came on board as senior vice president, retail marketing and product development, of Cradle Holdings Inc., which bought the British institution in early 2002. “We wanted to create something the traditional customer would be comfortable with. But we also want younger people to come in, look at the shop and go, ‘This is cool.’ ”

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