Combining a new store format, its own web site and a catalog/magazine hybrid, Restoration Hardware has launched RH Modern. The omnichannel division combines a curated, integrated assortment of furnishings, lighting and décor, all with a modern minimalist aesthetic.
In the brick-and-mortar realm, RH Modern will be represented by a stand-alone re-conceptualized structure from the 1950s in West Hollywood, Calif., opening next month. In addition, the ground floor of the Flatiron Gallery in New York and entire floors in Restoration Hardware stores in Chicago, Denver, Tampa, Fla. and Austin, Texas will be devoted to RH Modern.
The 540-page RH Modern Source Book is a catalog/magazine hybrid concept that is designed to be a keepsake in itself, and RH Modern will also offer a dedicated e-Commerce site.
“From antiques to architecture, from the environments we work in to the devices we work with, there is a modern sensibility that is influencing what we see and how we live in the world,” said RH Chairman and CEO Gary Friedman in a statement. “While the market for modern furnishings has always been somewhat small, the convergence of these trends creates an opportunity to develop a much larger market.”