Restoration Hardware, often referred to as RH, is a luxury furniture and home furnishings company founded in 1980. With its high quality products, ornate designs, and premium prices, RH is generally regarded as a high-end retailer in the home goods market. However, there is some debate around whether the brand truly qualifies as high end compared to other established luxury brands. This article will examine the key factors that contribute to a high end image and evaluate where RH fits based on its products, prices, brand identity and more.
What Defines a High End Retailer?
High end retailers are characterized by certain qualities that distinguish them from mainstream brands. Some of the key attributes of high end brands include:
- Premium quality – Using top-notch materials, fine craftsmanship and attention to detail
- Exclusive designs – Unique, often ornate products that stand out from mainstream fare
- Prestige pricing – Significantly higher prices that reflect the quality and exclusivity
- Luxury shopping experience – Lavish store environments and white-glove service
- Heritage and pedigree – Long-standing history and established reputation for luxury
- Aspirational branding – Evoking prestige and status, targeted at affluent consumers
The more of these associations a brand can claim, the more solidly it sits in the high end bracket. Mainstream brands may exhibit some of these qualities but typically not to the same degree as bonafide luxury retailers.
RH’s Product Offerings and Quality
One of the most important factors in judging a high end retailer is the quality and manufacturing of its products. RH offers furnishings across categories like furniture, lighting, rugs, decor and more. The brand emphasizes artisanal craftsmanship and natural, often antique-inspired materials. Typical materials found at RH include solid wood, stone, leather, glass, iron and hand-forged metal.
RH’s furniture collections exude quality construction and ornate detailing, using techniques like hand carving, distressing, hand upholstery and more. The level of craftsmanship and manufacturing standards align closely with other luxury brands. While RH manufactures some products overseas, they note that all wood furniture is handcrafted in the USA. Their stated commitment to quality helps position them as a high end contender based on product offerings.
Product Finishings and Attention to Detail
A closer inspection of RH products reveals meticulous attention to detail that customers expect in the high end space. Hardware, finishes, upholstery and embellishments go far beyond mainstream quality.
For example, RH’s Fitzgerald upholstered dining chair showcases meticulous Old World craftsmanship, with a oak frame, woven natural rush seat, nailhead trim, tuned spindle legs and multiple finish options. The Reagan swivel chair displays impeccable modern tailoring with slender arms and back, feather down cushions and fine velvet or leather upholstery.
These types of bespoke details set RH apart and reflect premium design sensibilities. While not every piece may appeal to every customer, the quality and execution align with high end expectations.
Materials Used
The materials used in RH furnishings also communicate high end luxury. Brands like RH source rare, expensive materials that have aristocratic connotations. Some examples of luxe materials found across RH collections include:
- Exotic woods like ebony, Brazilian rosewood, zebrawood
- Hand-knotted premium wools and cottons for rugs
- Italian leather and ultra-suede upholstery
- Decadent velvets, silks and cashmere textiles
- Natural stone like marble and travertine for table tops and baths
- Hand-forged iron, bronze and antique brass for lighting and hardware
- Crystal and glass used in lighting fixtures and decor items
The use of these rarefied materials elevates RH’s products into high end territory. While cheaper simulated or composite materials are sometimes used, RH largely focuses on authentic, natural materials with patina that develops over time. This aligns with the high end priority on artisanal production values.
RH’s Pricing Compared to Competition
In addition to quality, premium pricing is one of the clearest indicators of a high end brand. RH is decidedly situated at the higher end of the pricing spectrum for home furnishings. Exact prices vary by product category, but most items cost significantly more than mass market furniture and decor.
Some representative examples of RH pricing:
- Leather sofa: $3,995 – $7,495
- Dining chair: $495 – $1,395
- Hand-knotted wool rug: $2,995 – $11,995
- Marble-top coffee table: $1,995 – $3,495
- Crystal chandelier: $1,995 – $5,995
- King bed frame: $1,595 – $6,495
For comparison, most sofas at mass retailers like IKEA, Crate & Barrel and Pottery Barn fall between $500 – $2,500. Mainstream rug prices are generally below $1,000. And chandeliers rarely surpass $500 at stores like Wayfair and West Elm.
RH’s price tags align closely with recognized high end brands. For example, RH sofas are priced similarly to Restoration Hardware and Baker; rugs comparable to Safavieh and Isfahan; lighting akin to Visual Comfort and Hudson Valley. This positions RH squarely in the luxury arena based on their pricing model. They lag behind some of the highest end retailers like B&B Italia, Baccarat or Versace – but compete solidly in the broadly defined high end space.
| Product Category | RH Price Range | Mainstream Brand Price Range |
| Sofa | $3,995 – $7,495 | $500 – $2,500 |
| Dining Chair | $495 – $1,395 | $100 – $400 |
| Wool Rug | $2,995 – $11,995 | $100 – $1,000 |
| Coffee Table | $1,995 – $3,495 | $100 – $800 |
| Chandelier | $1,995 – $5,995 | $50 – $500 |
| Bed Frame | $1,595 – $6,495 | $200 – $1,500 |
Brand Identity and Positioning
In addition to tangible product qualities, intangible brand associations play a strong role in cultivating a high end image. Luxury companies carefully craft their brand identity to attract affluent consumers and convey prestige.
RH strategically shifted its branding in recent years from a straightforward home furnishings retailer to a lifestyle and luxury brand. Their catalog reinvented into an immersive lifestyle magazine called “RH Interiors.” It showcases products styled in aspirational settings with editorial content.
RH also rebranded stores as expansive Design Galleries with lavish spaces including cafes, wine vaults and proprietary RH Contemporary, RH Modern and RH Interiors aesthetic worlds. The idea is to make shopping at RH an experience that transcends an average trip to buy furniture.
This kind of curated, indulgent atmosphere is integral to RH’s efforts to communicate its position as a high end lifestyle purveyor. While mass market brands focus on value and convenience, RH ambitiously aims to emulate the branding and identity of recognized luxury retailers through its store experiences and emotional pull.
Target Customer
A high end positioning requires targeting a luxury-minded demographic with ample discretionary income. RH selectively tailors its offerings and experiences to appeal to affluent customers, particularly young wealthy homeowners looking to furnish second homes or vacations properties.
Their target customer is cultured, fashion-forward and values design originality. Rather than cater to the masses, RH deliberately narrows its focus to attract clients with sophisticated sensibilities and budgets to support five-figure furniture purchases and periodic home refreshes. This strategic audience targeting reinforces their high end brand ethos.
Collaborations and Partnerships
RH further amplifies luxury associations through exclusive collaborations with pedigreed brands and personalities. They’ve partnered with prominent names like Waterworks, Brendan Ravenhill, Kelly Wearstler and Christian Liaigre.
In an ultimate display of high end prestige, RH recently collaborated with the Louvre museum in Paris to reproduce artworks as luxury decor objects. These kinds of partnerships immerse RH in the realm of fine art and design, generating valuable high end brand associations that boost their prestige factor.
Store Experience
RH invests heavily in creating an immersive retail experience akin to walking through perfectly designed vignettes with luxe amenities and hospitality touches. The RH Design Galleries feel closer to an interactive design museum than a mainstream furniture showroom.
Spanning vast buildings from 50,000 to over 100,000 square feet, the stores house curated collections, on-site interior designers, restaurants and exposed manufacturing workshops. Touches like fresh flowers, carefully styled vignettes and art installations reinforce the sensory nature of shopping at RH.
A key differentiator is their Hospitality program, providing food and beverages during your visit with offerings like wine, champagne and charcuterie. Customers can even request appointments outside normal hours for private, after-hours shopping.
Another signature RH experience is their Interior Design program, letting clients customize pieces and consult one-on-one with in-house designers to achieve their vision. This full-service, high-touch shopping model echoes other premier luxury retailers where money is no object.
The RH store footprint and amenities mirror the high end positioning the brand aspires to. While not as lavish as some of the world’s most expensive department stores like Harrod’s or Bergdorf Goodman, RH claws its way into luxury territory by mimicking aspects of those storied experiences.
Advertising and Social Proof
High end brands rely on advertising, influencers and press mentions to shape luxury perceptions. RH utilizes these avenues to further elevate its status:
- Glossy ad campaigns: RH advertises in leading lifestyle publications like Architectural Digest, Veranda and Elle Decor alongside other pedigreed luxury brands.
- Bold celebrity creative direction: RH made a splash hiring famed interior designer Ryan Korban and actor Ben Affleck as creative directors.
- Buzzworthy collaborations: Partnerships result in shared promotion across RH and partner communication channels.
- Press and awards: RH gains credibility from media features in outlets like Forbes, Fortune and Fast Company. They’ve landed on Fortune’s Most Admired Companies and Fast Company’s Most Innovative Companies lists.
This kind of publicity fuels the perception that RH keeps company amongst the highest echelons of brands, designers and arbiter of tastes. While paid advertising and influencer marketing can feel staged at times, the authentic press RH attracts offers third-party validation of their luxury image.
RH’s Evolution Into Luxury
It’s worth examining RH’s trajectory over the past decade to understand their deliberate shift upmarket towards high end. The brand began in 1980 as Restoration Hardware – a humble hardware store turned furniture retailer. In the early 2000’s, RH positioned itself as a source of traditional, classical decorative pieces with a value-driven, mass market pricing model.
However, in recent years under the leadership of CEO Gary Friedman, RH has engineered an audacious, massively successful move towards the high-end. They invested $200 million in revamping the brand, establishing an entirely new luxury vision and experience. It was a risky gambit that paid off handsomely. RH grew to over $2 billion in sales by 2016 with plans to hit $4 billion by 2023.
This dramatic 10x growth in under a decade illustrates RH’s monumental image evolution. While RH may not match hundred-plus-year pedigree of legacy brands, their meteoric rise towards the top of the home furnishings echelon earns them high end credentials. RH offers a case study of how a mainstream brand can pivot towards luxury through product, service, branding and sheer ambition.
Is RH Truly High End?
Weighing all evidence around quality, pricing, brand identity, environment and impact – RH makes a compelling case to be considered a high end retailer. At the same time, some factors give pause:
- RH’s relative lack of heritage and legacy in luxury compared to old-guard brands
- Recent emergence of its high end ethos vs long-standing image
- Lower price ceilings than some of the absolute most expensive brands
- Massive store footprint vs intimate boutiques
- Widely accessible mall locations vs uber-exclusive street presence
RH could be deemed as “accessible” or “mass luxury” – occupying an interesting middle ground between true high end purveyors and conventional brands. They straddle the line of approachable luxury.
Conclusion
There is no defined cutoff separating high end from mainstream retailers. Rather, high end exists on a spectrum informed by factors like price, quality, exclusivity and prestige.
Based on a holistic evaluation, RH exhibits sufficient high end characteristics and consciously positions itself as a luxury lifestyle brand. They convincingly imitate the atmosphere, service model, design originality, materials, construction and aesthetics of recognized high end retailers.
While not the crème de la crème of luxury, RH offers a compelling value proposition for premium quality and design without the intimidating price tag stratosphere of some rarified brands. For consumers aspiring to elevate their interiors, RH occupies an alluring high end sweet spot: accessible luxury with authentic design credibility and appeal.