The Beverly Hills Polo Club brand was established in 1982. Inspired by both the luxury and heritage of Beverly Hills, the brand captures the excitement of the sport of polo along with the exclusivity of membership to a private club. With its highly aspirational, iconic logo the brand was immediately successful in the USA and rapidly emerged as a global brand. The retailer is positioned as a premium brand. The mission of the brand is to offer ‘affordable luxury’ to the rising upper middle class global consumer. The target customer is an upwardly mobile, young urban professional who is inspired by global fashion and trends.