Restoration Hardware adopts new identity

RH is the new name for familiar home goods retailer Restoration Hardware.

The company said the switch to the RH acronym positions the brand to curate a lifestyle beyond the four walls of the home which is reflective of the current positioning and future direction of the luxury home goods brand.

"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. "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 branding was a collaboration between Marc Shillum, a principal at San Francisco　based Method, designer Robert Valentine and Gary Friedman.

"RH enhances our identity and moves us beyond our hardware store beginnings," said RH CEO Carlos Alberini. "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 website beginning the first week of September. The company’s website can now be accessed by entering RH.com.