Restoration Hardware Is Rebranding Itself as RH

Restoration Hardware is rebranding itself as RH, as the home furnishings retailer leaves its nostalgia-based roots behind and focuses instead on high-end furnishings. "RH enhances our identity and moves us beyond our hardware store beginnings," Chief Executive Carlos Alberini said in a statement. "It enables us to leverage our core capabilities of innovation, curation and integration of new ideas and businesses." The Corte Madera, Calif., company is several years into a turnaround. Restoration Hardware was losing money when it was bought by a private equity firm in 2008. It has since redesigned stores, revamped its product line and focused on a higher-end market. The company recently filed plans for an initial public offering of stock. "The new branding positions us for the future and reflects our belief that we can curate a lifestyle beyond the four walls of the home," Friedman said. The new branding is on the cover of the company's fall 2012 catalogs and appeared on its website beginning this month. Source: Los Angeles Times