Restoration Hardware launching new store concept, RH Modern

CORTE MADERA, California— Restoration Hardware is going modern. The luxury home furnishings retailer is introducing a new store concept called RH Modern this fall. The company officially unveiled its new format in a video on its website.

RH introduced the concept on the same day that it posted first-quarter earnings and sales that topped analysts estimates and also boosted its annual guidance.

RH Modern will launch with its own website, 300-page “sourcebook” and what the company called a “significant retail presence,” including a freestanding store on Beverly Boulevard in Los Angeles. It will also occupy the entire ground floor of its Flatiron store in New York City, plus entire floors in its stores in Atlanta, and those opening later this year in Chicago, Tampa, Denver and Austin. In total, RH Modern is expected to have over 120,000sq. ft. of selling space in its first year of operation.

The merchandise selection “combines the clean lines and minimalist aesthetic of modernism with the comfort and quality that defines the RH brand,” the company said.

“RH Modern represents a fresh and compelling aesthetic that we believe will define a new way to live and redefine how to shop for modern furnishings,” RH chairman and CEO Gary Friedman said.