CORTE MADERA, Calif.-Restoration Hardware has rebranded the company as RH, “reflecting the current positioning and future direction of the brand,” according to a statement from the retailer.
A collaboration between Marc Shillum, principal at Method, designer Robert Valentine and Gary Friedman, RH creator and curator, “positions us for the future and reflects our belief that we can curate a lifestyle beyond the fall walls of the home.” Friedman noted that RH currently issues four Source Books a year: RH Home, RH Big Style Small Spaces, RH Outdoor and RH Baby & Child. “Today’s RH is a far cry from the hardware and nostalgic discovery item-based business it once was,” he said.
The new branding will launch on the cover of the company’s newly designed fall 2012 Home and Big Style Small Spaces Source Books. It has been on the company’s website, now with the address rh.com, since the beginning of this month.
The RH brand “enable us to leverage our core capabilities of innovation, curation and integration of new ideas and businesses,” said Carlos Alberini, CEO of RH.