The Peninsula Beverly Hills is Retelling Retail with Sita 1910 Pop Up


The Peninsula Beverly Hills and Sita 1910 are partnering to bring a luxury shopping experience to hotel guests and locals starting Aug. 1 with the opening of a pop-up shop located at the entrance of the 195-room hotel.

Sita 1910 was founded by Cio Soler, who named the company after someone whose fashion and style she greatly admired – her grandmother, Rosita. The name is a combination of her nickname and her birth year.

Soler told fashion trade publication Women’s Wear Daily that in the midst of the pandemic she noticed smaller creators were suffering, so she decided to buy and sell their creations out of an empty condo unit. The original Beverly Hills showroom located just behind the hotel is typically open by appointment only and features ready-to-wear collections from around the world and items including apparel, accessories, home decor and gifts. Soler offers shoppers reusable bags in her efforts to remain sustainable.

The collaboration between Peninsula and Sita will be the first time the shop is open to the public.
While the boutique is more discreet, the pop-up shop is meant to capture and engage guests, according to Rebecca Goldberg, Peninsula’s manager. Visitors will have opportunities for shopping, styling and fittings. On top of that, guests will be able to schedule in-suite styling for a more personalized touch.

Every aspect of the collaboration was specifically tailored to the Peninsula guests down to the curation of the collection.
“I think my understanding of who our guests are, what they like, what they’re looking for is helpful for someone who is buying for a collection to say, ‘this is what’s going to fit,’ or ‘this is what people are looking for.’ It looks like it really was designed specifically with our guests in mind,” said Goldberg.

Goldberg said the boutique-style popup is meant to make customers feel like they’re shopping in a well-dressed person’s closet.
Before the partnership, Goldberg often recommended Soler’s boutique to guests looking for gifts and other wares.

“I was working with her just to send guests to have an alternative place to shop for more unique items you won’t find in every city,” Goldberg said. “Rodeo Drive is very similar to Madison Avenue, similar to Michigan Avenue, all of that. [This] was for people who wanted smaller collections and more global.”

Goldberg said the Peninsula’s focus is to give guests a great experience in all areas, and that is what makes the Sita partnership special.
“They’re showing them something that maybe they haven’t seen before or giving them access to something that’s really unique and connecting luxury brands,” Goldberg said. “We think this will be a really good fit and allow us to engage with our guests a bit more.”

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