Restoration Hardware will change its name to RH Atelier and will look to offer customers more luxury items. As part of RH’s rebranding, the company will offer its own brand of luxury products. The company is also expanding the products that it carries to include apparel, accessories, footwear and jewelry. Gary Friedman and Carlos Alberini, Co-Chief Executives of RH, are working together to move the company beyond its hardware store image, reports The Street.
Where they are headed is a really good, smart place,” Ellis Verdi, president of New York City advertising agency DeVito/Verdi, told The Street. “They are moving into an unoccupied position in the market.”