New Bijan Men’s Wear Store on Rodeo Drive Is Banking on the Next-Gen .001 Percent

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Since 1976, the Bijan men’s wear boutique has been a fixture on Rodeo Drive, and its happy yellow facade with matching yellow exotic car parked out front one of Los Angeles’ most-loved tourist stops — even if the store itself was open “by appointment only” for the U.S. presidents, Saudi princes and Chinese billionaires who could afford the $12,000 suits and $950 ties inside.

Now, four years after the original two-story building was sold to LVMH Moët Hennessy Louis Vuitton for $120 million, Bijan has a new location across the street at 443 Rodeo, where Nicolas Bijan, 29, is hoping he can continue to follow in his father’s footsteps making experiential retail magic — with a self-aware wink.

If there’s any time for that, it could be now, when shoppers need a more compelling reason than ever to venture out

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