RH Diving into Modern Furniture

June 12, 2015  by in Furniture Retailing, Industry   

The brand will have its official introduction this fall with a 300-page catalog, a dedicated website and a retail presence. The retailer will open a freestanding RH Modern store in Los Angeles, and the brand will also be showcased in other Restoration Hardware galleries.

RH Modern will take over the entire ground floor of the New York City Flatiron gallery; a floor in the newly opened Atlanta store; and floors in stores set to open later this year in Chicago, Tampa, Fla., Denver, and Austin, Texas. The company said RH Modern will have more than 120,000 square feet of selling space during its first year of operation.

“RH Modern represents a fresh and compelling aesthetic that we believe will define a new way to live and redefine how to shop for modern furnishings,” said Gary Friedman, chairman and CEO.

The company unveiled the new direction in an online video.  

In a conference call Thursday afternoon, Friedman said he foresees RH Modern appealing to existing customers as well as bringing new customers into the Restoration Hardware family.

The modern furniture market is “even more fragmented market than the one that the core RH interiors business has been competing against,” he said. “Because there is no one that has dominant assortments in any of the categories and then has multiple categories and integrates those categories into a lifestyle point of view.”