Restoration Hardware Now RH

September 17, 2012  by in UnCategorized   

By Home Furnishings Business in on September 18, 2012

Lifestyle home furnishings retailer Restoration Hardware is rebranding the company to RH in an effort to reflect current positioning and the company's future direction for the brand.

"Today's RH is a far cry from the hardware and nostalgic discovery item-based business it once was," said Gary Friedman, creator and curator. "Currently, we circulate four Source Books twice yearly, RH Home, RH Big Style Small Spaces, RH Outdoor, and RH Baby & Child totaling over 1,400 pages of inspired design. The new branding positions us for the future and reflects our belief that we can curate a lifestyle beyond the four walls of the home."

The new brand was a collaboration of Friedman, Marc Shillum, principal at San Francisco-based Method, and designer Robert Valentine.

"RH enhances our identity and moves us beyond our Hardware store beginnings," said Carlos Alberini, RH CEO. "It enables us to leverage our core capabilities of innovation, curation, and integration of new ideas and businesses." 

The new branding will debut on the cover of the company's newly designed fall 2012 Home and Big Style Small Spaces Source Books, and on the company's Web site now.