Restoration Hardware to debut bed & bath book

Corte Madera , Calif. -- As part of its push into brand extensions, Restoration Hardware will launch a new catalog next spring: Restoration Hardware Bed & Bath. Also in the works is a Restoration catalog for kids, although the multi-channel retailer has just begun to work on the concept.

Launching in a direct-to-consumer mode offers a flexible, low-risk expansion model, according to Gary Friedman, chairman, president and ceo. "You have 50% to 100% higher inventory productivity in a direct channel than in a retail channel," he said during the company's analyst call late last week.

Restoration Hardware has been repositioning its 103 retail stores since 2002. Now focused on extensions, it launched the Restoration Hardware Outdoor catalog this past spring and a new brand – Baroque – in catalog form Sept. 15.

Where the Restoration Hardware brand aims at the market above Pottery Barn and below the interior design trade, Baroque targets "the broader value market," Friedman said. He places Baroque's consumer at the high end of Pier 1, West Elm and Cost Plus and at the low end of Pottery Barn and Crate & Barrel, he said.

Baroque has three primary areas of focus: furniture, textiles, and lighting/accessories – the same three the repositioned Restoration Hardware targets. However, Baroque's design is lusher and more feminine. The brand will move to e-commerce next spring, Friedman said.

Another brand extension drops this month: the Restoration Hardware Gift catalog. The retailer will ship three different versions of the book going into holiday, Friedman said. "A high percentage of the merchandise is catalog- and Web-only, so it's really going to drive productivity," he added.

Home & Textiles Today Staff | News & Commentary

 Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home & Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

Featured Video

  • Live From New York: Fashion Comes Across the Pond

    Camera Icon More Videos

Subscribe to
Home & Textiles Today eDaily
Receive the news you need to know about the trends in the industry delivered right to your inbox.


HTT Current issue for September 2017

See the September 2017 issue of Home & Textiles Today. In this issue, we look at the Attack of the Killer Third Tier: Monster off-pricers are climbing to the top of the food chain, plus New Products: 40 pages of new products debuting at the New York Home Fashions Market; Home Stores: TJX unveils first U.S. HomeSense store; Clicks to Bricks: Boll & Branch moves from digital to physical retailing; and much more... See details!