Mom opens up a Beverly Hills Flagship
Mom
Based on research, the US denim market generated roughly $21.3 billion in income in 2025 and is projected to succeed in $32.7 billion by 2033. With demand for premium denim persevering with to develop, Mother is coming into a brand new chapter with the opening of its first-ever retail location, a flagship in Beverly Hills.
The Los Angeles-based model formally opened its first 3850-square-foot flagship in August 2026. Surrounded by luxurious retailers and up to date style manufacturers, the placement displays Mom’s funding in experiential retail and its hometown roots.
“Beverly Hills felt like a really pure subsequent step for us. We’re an L.A. model, and it was essential that our first retailer nonetheless felt deeply linked to the town the place Mom was born,” says Lela Becker, president and co-founder of Mom.
“We have at all times needed to method retail thoughtfully and open in communities the place our buyer already spends time and the place we really feel we are able to add one thing particular. The house itself additionally gave us the chance to create the form of retailer we had at all times imagined, one thing with a whole lot of character that seems like way more than a spot to buy.”
The brand new flagship carries Mom’s full assortment of premium denim, ready-to-wear, and unique merchandise accessible solely on the Beverly Hills location. Greater than merely a spot to buy, the shop is designed to be an immersive vacation spot that feels equally suited to social media and real-life discovery.
Here is a glance inside.
A Flagship That Nearly Wasn’t
Some of the exceptional facets of the Beverly Hills retailer is that it virtually by no means occurred.
Mom initially deliberate to open its flagship in Pacific Palisades in 2025, finishing building simply days earlier than the devastating Lachman Fireplace ravaged the group and destroyed greater than 6000 properties and companies.
“We by no means needed Beverly Hills to really feel like a substitute for the Palisades,” Becker reveals. “We took every little thing we had discovered from constructing that retailer and used it as an opportunity to create an idea that was particular to this house. The consequence feels much more immersive and provides us room to inform the Mom story differently.”
As a substitute of recreating the unique idea, the model used the chance to rethink the shopper expertise particularly for Beverly Hills and the encompassing neighborhoods.
Experiential Retail Takes Heart Stage
Like many retailers, Mom needed to provide clients a compelling purpose to buy in individual.
“You should purchase virtually something out of your sofa now, so there needs to be a purpose to go someplace in individual. For us, that purpose is discovery,” says Tim Kaeding, artistic director and co-founder of Mom.
“We did not need to construct a retailer that was nearly transactions. We needed to make someplace individuals really need to hang around. You flip a nook and discover one thing you were not anticipating, sit down for a minute, have a espresso, perhaps attempt on a pair of denims you by no means would have clicked on on-line. That is what makes buying enjoyable once more.”
The flagship features a dialog pit, a Cupboard of Curiosities that includes rotating decor, and boudoir-inspired dressing rooms.
Whereas many retailers, most famously Brandy Melville have eliminated fitting rooms for the reason that pandemic—Becker believes they continue to be important to promoting premium denim.
“Discovering the precise pair of denims is extremely private. It’s possible you’ll stroll in satisfied you need one match and find yourself falling in love with one thing fully completely different. That course of takes time, and we did not need anybody to really feel rushed or just like the becoming room was an afterthought. If we’re asking individuals to go away their properties and are available expertise Mom in individual, each a part of that have ought to really feel considerate.”
The in-store cafe extends that philosophy, serving espresso, tea, the more and more standard matcha, and light-weight snacks to encourage buyers to linger.
A Design That Encourages Exploration
For Kaeding, the objective was to create a retailer that feels extra like an journey than a conventional retail house.
“The format follows one steady path, so as an alternative of strolling into one huge open room, the house retains unfolding as you progress via it. There are virtually no exhausting edges; every little thing curves and pulls you ahead.”
Hand-finished plaster, pure wooden, polished chrome, and gentle carpeting create an setting that balances heat with refinement with out feeling overly valuable.
Designed by Fernanda Tarr of Mahte, the idea started by distilling Mom’s identification.
“There was the factor of mischievousness and rise up, a romantic nature of the West Coast life within the 70s that outlined a carefree era that didn’t take itself too significantly,” notes the designer.
The designer translated these themes right into a collection of areas meant to create a way of discovery, reflecting the model’s artistic philosophy.
“The very connotation of the phrase Mom holds completely different meanings that may be traced to transformation/rebirth, and the facility of ferocious nature that ends in the duality of exhausting and gentle, nurturing but rebellious, gentle but daring.”
Fairly than creating what may have been a normal retail field full of clothes racks, each design choice was fastidiously thought-about.
“The shop’s materiality oscillates between softness and hardness. Heat nurturing wall plaster tones are enhanced by walnut wooden and hues of orange and purple that evoke the West Coast sunsets. Layers of diaphanous components create a way of fluidity and lightness, whereas standing in distinction to the exhausting materiality of chrome and chain steel. Fairly than replicating Seventies aesthetics, the design channels its perspective: the liberty to problem norms, embrace contradictions, and have a good time individuality,” she explains.
The general aesthetic feels distinctly American and deeply rooted in Los Angeles, an intentional alternative on condition that greater than 90 p.c of Mom’s manufacturing takes place in Los Angeles.
An Ever-Altering Retail Expertise
Though the architectural idea will stay constant, Kaeding tells me the shop itself will proceed to evolve.
The shop showcases the model’s full line
Mom
“The Cupboard of Curiosities will change alongside the collections, and we’ll have rotating installations, objects and different sudden components all through the shop. Mom is at all times telling a brand new story every season, so the shop ought to be capable of do the identical. Ideally, you come again a month later and see one thing you did not see the final time.”
For a model constructed on creativity, individuality, and premium denim, the brand new Beverly Hills flagship is not merely one other retail location—it is an evolving expression of Mom’s identification.
