Restoration Hardware rebranding itself ‘RH'

Clint Engel -- Furniture Today, September 18, 2012

CORTE MADERA, Calif. — Restoration Hardware said it is rebranding itself as RH to better reflect its growth beyond hardware.

RH, formerly Restoration Hardware, has created this new logo.

The upscale home furnishings retailer, which also is preparing to go public for a second time, already is renamed on its website, and said the new branding will debut on the covers of its fall "Home and Big Style Small Spaces" source books this month, too.

"Today's RH is a far cry from the hardware and nostalgic discovery item-based business it once was, said Gary Friedman, RH creator and curator. "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."

RH said the new branding was a collaboration among Marc Shillum, a principal at San Francisco-based Method, designer Robert Valentine and Friedman.

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

The Top 100 company sells across several categories, including furniture, lighting, textiles, bathware, accessories, outdoor and garden, as well as baby and youth products.