Shoppers Returning to Some Rodeo Drive Stores

If the recession means that shoppers are staying away from the high-end merchandise on Rodeo Drive, no one bothered to tell Sarah Cox.

On a recent afternoon Cox, visiting from Houston for her son's graduation from UCLA, was loaded down with shopping bags from Gucci, Prada and Coach. "I've been here several times to visit him, but I've never made it here to Rodeo Drive," she said. "I told my family I wasn't leaving until I did."

Glimmers of recovery are mixed with reminders that the economy is still struggling, even on one of the most renowned shopping streets in the world.

"For Lease" signs hung in a number of prime shop windows while workers put the finishing touches on American designer Tom Ford's new flagship store.

"We never hit rock bottom as other communities did," said Dan Walsh, CEO of the Beverly Hills Chamber of Commerce. "Our hotels are reporting that bookings are strong."

This past winter, Rimowa, a German luxury luggage company, opened its first American store on Rodeo Drive and is already planning to move to a larger space.

"Business is much stronger than we estimated," said Michael Moss, store manager. "People who know of us seek us out, and Rodeo Drive is a great place to window shop so we attract a lot of foot traffic."

A recent spring afternoon found only scattered customers in Rodeo shops. At Prada, there were more mannequins in the window than there were shoppers. However, the American brands such as Coach, Ralph Lauren and Michael Kors had a steady stream of traffic.

Many Rodeo visitors are foreigners attracted by the relative bargains, said Alejandro Ortega, a sales clerk at Coach. A bag from his store may cost $600 in Europe, but only half that here.

"We haven't noticed a decline in business," Ortega said. "If this spring's tourist traffic is any sign, summer is going to be really big for us. It will be Christmas in July."