Heritage
A house, in its own words
Fred Hayman was born in Switzerland and immigrated to the United States as a young man. His entry into fashion retail came in 1961, when the 38-year-old entrepreneur invested in a friend's struggling women's clothing business on a quiet street just off Rodeo Drive. The shop bore the name Giorgio, after its owner George Grant. Hayman acquired full ownership of the business within a year, buying out Grant in 1962. Under Hayman's direction, Giorgio of Beverly Hills grew from a modest boutique into a destination that helped transform Rodeo Drive into a world-class shopping corridor. The store's theatrical window displays and white-glove service attracted Hollywood's elite during the 1970s and 1980s. In 1981, Hayman launched Giorgio Beverly Hills perfume with his then-wife and business partner, Gale. The fragrance sold for $150 per bottle and became a commercial phenomenon that established Hayman's credentials in the beauty business. The success prompted expansion into a dedicated fragrance collection. In 1989, Hayman introduced the first perfumes bearing his own name with the 273 line for women, followed by a men's version in 1990. The brand name referenced the original boutique's address at 273 Rodeo Drive. Hayman died in 2020 at age 90, remembered as the godfather of Rodeo Drive for his role in shaping Beverly Hills into a luxury capital.
Fred Hayman approached fragrance as an extension of the theatrical retail experience he created at Giorgio of Beverly Hills. He believed customers should encounter perfume as part of a complete lifestyle, not as a standalone purchase. This philosophy guided his transition from fashion retailer to fragrance designer. The 273 collection reflected Hayman's conviction that Beverly Hills glamour itself could be bottled. He drew inspiration from the sunlit boulevards, white stucco walls, and golden light of Southern California, translating that atmosphere into olfactory form. Hayman's vision emphasized confidence and presence. The bold, assertive character of 273 Rodeo Drive, with its prominent florals and warm drydown, embodied the showmanship Hayman brought to everything he created. He designed fragrances for people who wanted to be noticed, for occasions that demanded impact. The brand's later releases, including the 1998 Hollywood for Men and the 2003 and 2004 additions to the 273 family, continued this tradition of unapologetic luxury. Each scent carried forward Hayman's belief that fragrance should feel like an occasion, not just a finishing touch.