On the heels of the chain's turnaround success, executives at home furnishings seller Restoration Hardware plan to remake the brand into something different than it was before--a lifestyle luxury retailer, The Street reports. Using the new moniker RH Atelier, the retailer will sell not only fancy hardware and home furniture, but apparel, accessories, footwear and jewelry.
According to The Street:
industry experts, though, say the rebranding and shift to a broader selection of luxury goods is a wise move and one that's likely to be successful.
"Where they are headed is a really good, smart place," says Ellis Verdi, president ofCity advertising agency DeVito/Verdi. "They are moving into an unoccupied position in the market."