Restoration Hardware to launch teen concept

Corte Madera, Calif. -- Teens with a hankering for pricey furniture and décor — and affluent parents — will now have a new place to shop.



RH (Restoration Hardware) is launching RH Teen, which will offer “tasteful, high quality” furniture, lighting, linens and décor for teens. Launching in late September, RH Teen will have a own dedicated 200-page catalog (or, in RH lingo, “source book”), website and dedicated retail space in the company’s next generation of stores.



In targeting the teen market, RH joins Pottery Barn, which launched PB Teen in 2003, which includes freestanding dedicated stores.



"Today, teens have tremendous exposure to design through the multiple web and social media platforms and are becoming tastemakers in their own right, said RH chairman and CEO Gary Friedman. “We believe that RH Teen represents an opportunity to infuse taste and style into a market that has been underserved.”



Friedman added that the new concept is another example of the company’s ability “to innovate, curate, and integrate new businesses and quickly scale them across multiple channels -- further demonstrating the disruptive nature of our brand.”



The high-end home furnishings company already has collections dedicated to infants and children.