Restoration Hardware launches new collection for ‘modern lifestyle’ customers
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Version 0 of 1. The design world is always trying to define what the word “modern” means. RH (formerly known as Restoration Hardware), one of the country’s major high-end furniture retailers, just released its take on modern, and it’s about to land — with a big thump — on a doorstep near you. The 540-page RH Modern catalogue and Web site have everything the company thinks consumers might need to lead a “modern lifestyle”: floating lounge chairs, hand-blown glass chandeliers, modular sofas, sculptural bath hardware, vintage velvet drapery, weathered teak outdoor chaises and cowhide rugs. [Restoration Hardware hits home] Just add your own dry martini. There are pieces made of buttery leather, bronze metal and glossy lacquer. The collection was created and curated by a dizzying list of global artisans, artists, photographers and architects. Thousands of products reflect a streamlined aesthetic in mostly neutral tones: beige, brown, gray and cream. The first stand-alone store is scheduled to open in November in Los Angeles and will be called RH Modern Gallery. Gary Friedman, RH’s chairman and chief executive, outlined the retailer’s reasons for such a major move in a video released for RH’s first-quarter 2015 earnings presentation. He said the brand is courting two major groups of consumers who are grooving on modern: baby boomers and millennials. RH is counting on downsizing boomers’ desire to swap out their dated furniture for modern in their continuing quest to stay youthful. And urban millennials, who grew up with technology and its emphasis on sleek product design, will be driving the trend toward modern furniture as they enter their home-buying years, Friedman says. The company also sees modern design in the bedrooms, dorm rooms and hangout spaces of some of the youngest tastemakers in the land. Last month, RH launched RH Teen, “everything you need for every space that matters,” in a 200-page catalogue and Web site targeted to teens with access to the Bank of Mom and Dad. There’s a large assortment of styles available. But young shoppers will find some things their grandparents thought were modern when they were in their teens: shag rugs, industrial desk lamps and beanbag chairs. More from Style: How young homeowners downsized to a one-bedroom Restoration Hardware weighs in again The new Ken Fulk collection for Pottery Barn Simply White is the Color of the Year |