The big news this week is that Restoration Hardware is back and they're swinging for the fence. On Wednesday morning I attended a press breakfast at their flagship store on Broadway, saw everything and spoke with Gary Friedman, the CEO and charismatic force behind "Resto" since 2001. Since then, I emailed out a ton of pics (below) and heard back from a ton of readers (also below)....
After a few years of distress, during which the company was acquired by Catterton Partners & Tower Three Partners, and jettisoned Brocade Home, Gary has "followed his gut", taken a bold step and totally overhauled the company's product line and identity, pushing up the style and the quality.
The store is virtually unrecognizable from what it was.
Rather than chase down prices in the face of a recession, Gary's taking a page out of his mentor's play book (Mickey Drexler of J Crew), and aiming higher, with "spectacular, large-scale, inspirational products that are handmade by an international roster of of artisans." Prices, too, are higher, but not crazy high. Consider them mid-tier, similar to WS Home.
The result is very impressive, and, as a designer, it's really, really nice seeing someone aspire to something greater during this difficult time. It may just be the jolt we need. It certainly felt so yesterday.
It is also a good sign that Resto has focused on raising their quality levels, because in recent years their style not only seemed a bit out of step, their products often didn't work well and/or needed to be replaced. We commented on this malaise back in 2006 in this post: Restoration Hardware Bummer.
Here are pics to share with you from yesterday. You may not recognize the store, and if you have a strong opinion, let me know: maxwell@apartmenttherapy.com with RESTO in the subject.
Things to look for:
• Bigger scale
• Less stuff/more room on the floors
• Ralph Laurenesque grand styling
• Green features in recycled materials and paints
• Bigger baby and kid section
FROM READERS THIS WEEK:
Sent in by Jimmy N.
"I gotta say, I have worked at Resto for almost 5 years (recently laid off) and in the time I was there, not a single thing changed. The walls were still Silver Sage, everything was very bland and boring. I was for sure that we'd lose our client base if we kept this up any longer.
This new look, that I've heard but have not had time to visit "my" store since the fall-floor set, looks fantastically amazing. I love the absolute REAL "newness" that they have presented. It truly does look like a new Resto. And it really does look like they have their own niche and "brand/image" compared to the rest. Before, people could shop at either Resto or Pottery Barn and mixed the pieces.. but now Resto can really stand up alone and be recognized."
Sent in by Inger H.
"I got the new Resto catalog a week or so ago, and while I did note the prices were a little higher, the more dramatic thing to me is that it seems that the furniture is HUGE! All of these over-sized pieces that will never, ever fit in my small San Francisco apartment. We don't all live in 4000 sq foot suburban homes. Sales, potentially lost. And frankly, we all know they can't afford to lose too many. Here I go, back to Room and Board...."
Sent in by Charlotte E.
"My problem with RH is that it promotes ‘fake old’. If you like the look of antiques, buy antiques – houses filled with ‘fake old’ stuff just don’t look right. It’s not AUTHENTIC. I’m all for supporting artisans, but there are plenty of wonderful artisans who look forward at the same time as looking back and reinvent the traditional and create something new. I just didn’t see that in your pictures, although there were a few lovely, simple pieces in there that stood out. But stuffed leather sofas? Stuffy and pretentious. Where’s the wit?"
Sent in by April M.
"I am now a very big fan of Restoration Hardware. They are now showing a different kind of home furnishing that embraces timeless age of furniture and style. I can't think of any main stream stores that carry that type of aged look. I believe it sets itself apart. However, I really do wish that they could work on the children's department and do something different other than the polka dots and stripes...."
Sent in by Karen W.
"t's good to see someone fighting for their business, but would you really call WS Home- mid-tier pricing??? While 10% of America is unemployed and I am struggling to make a living with a duel income and a Master's degree, I'd never call WS Home or 'Resto' mid-tier. I think they are expensive. Let's call a spade a spade, especially on a site such as Apartment Therapy, which reviles in great deals and bargain decorations.
Just my two cents.
PS - I do like their new stuff"
Sent in by Carolyn B.
"Holy Cow!! There were a few photos that left my jaw agape! They've somehow sorced items that I hunt antique and vintage stores to find!!! I love it!!
My favorites: The flat files and wooden bowling pins photo, the desk that looks like a grand scale luggage trunk turned desk, and the vintage look globe with amazing weathered chair....i'm drooling!!"
Sent in by Jen
"Oh, thank GOD they went back to their 'roots'. I haven't been in one for a while, now I must go see!
I worked for Resto back when they first opened their San Antonio store, and since then, I've watched sadly as the product lines looked more and more like pottery barn and less like they had taught us as employees to expect (and to tell customers about). Us employees would show off the craftsmanship of certain pieces, and then we watched as the merchandise shifted....and became un-exceptional....
I've always felt that they were onto something in the beginning, and was sad to see the departure from those origins, I am excited to see them go with their gut and do a total re-vamp. Very gutsy, and exactly what they needed! phew!"
Sent in by Suzi W.
"Just wanted to share some perspective on the Restoration Hardware changes. For many boutique retailers, like myself, that have been sourcing and creating this eclectic mix of antiques, finds and the mix of creativity, one may assume that this would be the downfall of the independent retailer.
I, for one, feel that it will lend a certain amount of approval and authority to the general public on this style aesthetic. I think some consumers have "design insecurity" when it comes to mixing product, both old and new and this new collection of goods should lend some confidence to their decision making.
I would in turn hope that it would also drive sales to retailers like Collier West, ABC Home, Sprout, and the numerous other national establishments who have spent the time searching for the character and polish of years of collecting and curating."
Sent by Tula
"i love the design direction they are going (kind of a masculine anthropologie?, ), however, it's too bad the price point isn't lower (and, is in fact higher than former-restoration's prices). they were pretty pricey to start. also, it would be great to get these kind of pieces at affordable prices.
looking forward to browsing their fab new wares in person!"
Sent in by Sarah G.
"As a former employee of Restoration Hardware (I left in January), I was intrigued to visit the new Flatiron store after its renovation. Before moving to New York, I worked for three years as a member of the management team of company's store in Troy, MI, which had also gone under a renovation during my tenure. At the time, the company was aiming to be the source of beautiful products for those not working with a designer; to be at the level just below the trade showrooms.
After visiting the store this afternoon, I believe they have finally reached their goal. The impact of the gray walls and the stunning floor-to-ceiling drapery creates an alluring, sumptous atmosphere and allows the belgian-inspired wood furniture to make its mark in the space. The styling of each visual story is great with the added accessories, i.e. notebooks and pencils on the desks. This staging will make the sales associate's job much easier to show the customer how the items will look in their space...
I attend Parsons The New School for Design and I now work as an interior design assistant here in New York and it is clear that Restoration has kicked it up a notch.
It makes me proud to be a former member of the family and excited to refer people to its product offerings.
Keep up the good work, Team Resto! "
Sent in by Michelle
"When I got your email today I was rendered speechless. I’m not sure where this great bolt of “inspiration” came from but the new Resto is nearly a carbon copy of the independent home décor boutique I run in the San Francisco Bay Area (where their corporate hq happens to be). Many of the items featured in your post, mirrors, chairs etc. are on my sales floor right now. We even carry a line of zero voc latex paint! It is truly shocking.
I guess what is great news for Restoration Hardware’s investors isn’t necessarily going to be great news for small independents like the concern I work for. Or I guess I could look at it like we really got it right if they are running with our concept. I suppose that is the less sour-grapes approach."
Sent in by HMRosa
"I was just at our Salt Lake City RH earlier this week and was pleasantly surprised by the new collection...very nice...and fortunately the same salesperson still attends to me since I moved here from New York in 2006...I occasionally drop off the RH binge but overall it's cool and a go-to store for me...although, I MUST add that I just can't stand the baby line-or maybe it's just the look of the catalogs-can't figure that out/don't want to...they should think about changing that line too or maybe let it go..."
Sent in by Penny H.
"This, as well as the catalog I received heralding the new RESTO mega-vision, are disturbingly reminiscent of Marie Antoinette and the French Revolution. With collapse eminent and people starving, the nobility responded with greater and greater indulgence in excess and extravagance.
As an artist, I always appreciate good design and craftsmenship, but I found the new catalog to be jarring. With its gargantuan sized pieces, it read more as a caricature, a reflection of excess, than anything else.
sorry :-( Maybe it was better in person?"
Sent in by Karin M.
"We like the idea of updated, green and rustic modern…but PLEASE keep the heavy Ralph Lauren upholstery-studded pieces and Kilim rugs to a minimum. We are so done with that. Looking for more updated, fresh and modern feel…not so heavy like all the old ski chalets lobby’s and vacation homes that are strewn all over Colorado ski country. Very happy they are moving on and moving UP!."
© 2009 Apartment Therapy
Love their new look. Rock on.
view I Love Upstate's profile
I've always been a fan of Edward Bouquet equilibrium lamps. It's nice to see them in production again. But the restoration hardware bases look a little chunky. Why didn't they just get permission from the Bouquet estate and reproduce authorized versions of this design?
view Comicgeek's profile
I love the trunk secretary. So hard.
view kiljoywashere's profile
Love the new look, they've lost me with all the leather, and making things bigger again just means they've turned me away as a customer. Even their smallest loveseat is too big for my living room!
I've also never heard Restoration Hardware called 'Resto' before... um, so, does that mean Pottery Barn is now called Potty???
view Rucy's profile
these photos and the new products are gorgeous! while I'll never be able to afford it myself, RH is a go-to source when designing for clients...I love that someone called it a "masculine Anthropologie"
http://mylittleapartment.blogspot.com/
view my little apartment's profile
I can understand the concern expressed by Michelle, the boutique owner who felt RH is making it difficult for smaller independent boutiques to get by. The buyers and stylists for national chains, whether it be home decor or apparel, are constantly seeking their inspiration and guidance from smaller, more creative sources. When I see this post I reminded of independent boutiques here in Chicago who's inventory is comprised of salvaged and vintage furniture, leather goods, and textiles. The difference is the wares sold by these smaller places are the real thing, not some intentionally distressed, mass produced, faux wabi sabi nightmare.
The good news is small independents will always be more authentic, interesting, and cutting edge than the RHs and PBs of the world. The people who use chains as their general source for home decor will simply be enlightened by RH's new aesthetic, and the small boutiques will just have to come up with the next fantastic trends, as they always do.
view andrew1978's profile
I agree with other commenters about the giant furniture. I recently visited RH ready to plop down some significant money on a sofa & chair, but they were all ridiculously oversized.
One traditional upholstered chair was so cartoonish we nicknamed it Chairy's Grandmother.
view lilcafe's profile
Love the look but the prices are even more obscene than they were before.
It may work for them in the long run, but not from my wallet.
view Indy Jeffrey's profile
I agree with HMRosa's comment above, the baby/kids' line is a bore and needs to be changed drastically or put to sleep. It all looks very stodgy, unimaginative and cookie cutter to me. Based on the pics above, it doesn't look like they've done much to it at all.
view robinette's profile
The upside of this for me: Five years from now, one of those bricklayer's-slab coffee tables (made for RH by Bobo Intriguing Objets) is going to pop up on Craigslist, and I'll finally be able to afford it.
Know what I'd like to see? Salvage yards offering furniture services. The client rummages around, picks out parts and materials, and a resident furniture dude helps assemble it into the desired item. Minimal base charge for cutting wood and metals to size, extra for additional construction materials and labor. Sundry patinas, waxes, and other treatments charged by the item. I'm telling you, business would boom.
view rosenatti's profile
I'm not impressed.
view dmstudio's profile
As long as there are McMansions, there will be a market for brands like Restoration Hardware (I refuse to call it "Resto") and Pottery Barn (which I may start calling "Potty," as suggested above). Ever since the advent of the "great room," people have struggled to fill their colossal spaces with enough furniture to make them feel homey. Somehow, things that look old or distressed seem to achieve that more than humongous modern pieces (and go more with the typical McMansion aesthetic).
In any case, I have looked at the new catalog and don't really see a huge difference from what they had before. And I agree that the baby/kids line is really blah.
view sally305's profile
I'm not terribly impressed either as I've never gone for the fake aged look either, why not just get either old pieces or buy new and let them age naturally?
Also, their style is not anything CLOSE to what I'd consider for I lean very much in the modern realm, especially post War modern and they cater to a group of interiors that stop at the 1930's or so.
Oversized is OK when there is space for it and it works but oversized, just to be oversized is not gonna cut it in my book.
view ciddyguy's profile
rosenatti - great idea, i say go for it.
as for the rest of it, i've always found the idea of a great room rather funny: initially it was supposed to take the place of the den, the rumpus room (whatever the hell that is), the living room, the salon and the play room. instead it became yet another room that required the purchase of yet another sofa. i've always suspected that the furniture manufacturers of north america are in bed with the developers and builders of mcmansions ("hey! i have an idea! a bonus room! one more couch!").
and just like japanese car makers have gotten huge to feed north america's hunger for bigger and "better", so, too, have furniture makers.
the strange thing is, there is a definite move afoot towards higher density housing and smaller condos, especially in larger cities, so why do businesses like RH ignore that trend? i think they do so at their peril.
and maybe i haven't gotten to know the old RH well enough to see a big difference from the new. not much grabs me, it's all so...beige.
view the polish chick's profile
This style doesn't appeal to me at all. It's too masculine and Ralph Lauren-ey. Also, too expensive and too big.
view jooly's profile
The flagship store appears more interesting than the catalog, the styling is much better. I think the catalog only hints at feeling the store has. Maybe RH is finally loosening up a bit, they've been painfully formal in the past and without a personality.
The kids stuff still looks like the old RH, stiff and unimaginative. Enough with the pink and chocolate already.
view studioc2c's profile
Sorry, not for me, for many of the same reasons cited by others here: Papa Bear sized furniture, fauxthentic antiques at bloated Ralph Laurenesque price points and high prices generally.
Here's an example: the lovely crystal "urn" shaped lamp shown in one of the pictures retails at RESTO for about $400 and change. A friend found the same, yes the same, lamp at Home Goods (a division TJ Maxx/Marshalls) for $100.
I refuse to pay for "ambience."
view aychihuahua's profile
office in a box with leather chair is yum.
view lala's profile
It was never my thing, but frankly it couldn't have been worse before this transformation. The quality and finishes of the furniture were low grade and the prices were not. I look forward to checking out the new pieces.
That said, the more alarming news here is the way Restoration Hardware and other retailers are "cutting bait" on the middle class and heading to pricier, more lucrative waters. This tells me two things: 1) suppressing middle class wages finally has companies at a breaking point. Companies can no longer afford to "subsidize" our aspiration for inexpensive style and quality and are abandoning the middle class as a survival effort. 2) If we don't get middle class incomes growing again at a rate faster than upper incomes, more companies and industries (airlines come to mind immediately) will begin to abandon the middle income consumer. And that would be a disaster for everyone.
view RichardinLA's profile
Although this is an improvement over the old Restoration, I do not think it will seduce consumers. There are just not enough of them with the kind of income that can afford these prices, and those with big incomes probably don't shop at Restoration Hardware. It just feels too 1990's to me.
view claire87's profile
Problem: $$$
Solution: $$$$$$$$$$
Thanks Restoration Hardware, you've turned economics on its head!
view Futurovox's profile
The office in a giant luggage-trunk-box is KILLING ME, I want it so much.
view Jezebella's profile
I admit. I really like a few of the pieces in the new catalog. I agree with "aychihuahua." I found the same crystal lamp in TJ Maxx for $100 as well.
Unfortunately they only had one and i needed two.
The prices are out of this world.
I called about two dining tables and both were sold out and on reorder. So its either they have few pieces or they are selling pretty well.
view jayjay5's profile
i don't need a $300 sheet set. i need a $6 kazoo... sadly restoration hardware lost me as a customer years ago...
view redneckmodern's profile
I used to visit the store and add it to my list of resources for someday...The prices weren't outrageous, but were just enough I'd have to plan for...Now the stuff is literally too big, too much, too costly. I won't be visiting or budgeting for any of this. Too bad. I'm sure they won't miss little ol me, but how many are there like me? If I win the lottery, maybe, but then I'll want real investment pieces.
view pelicolina's profile
Nothing NEW here. This is the same stuff many independent boutiques have been doing for the last 4 years or so. It looks like they went into one of those well known indie shop and just copied several elements and then tried to throw in some Ralph Lauren, which only works for Ralph Lauren.
With most people moving into more cleaner simple designs I am not understanding who they think that big rustic furniture is going to sell well especially at those crazy prices.
This is not the RH I fell in love with years ago.
view Botany's profile
Some may think the style is better, but is the furniture still made in China/Vietnam? I'm not saying you can't get good quality furniture from Asia, but I find it curious that they ditched all of their US manufacturers, but didn't drop their prices. Really makes me appreciate seeing "made in North Carolina" on R&B site.
I'm not waving my "I only buy American" flag - I'm just wondering how the prices are justified given the country of origin, generous use of veneer on furniture that's supposed to look like solid wood and the questionable quality (my $450 RH crystal table lamp just died last week after less than a year). Screw me once...
view shalgal's profile
The antiques are fun; remind me of Anthropologie...
view shalgal's profile
I just went there and the other commenters are right -- the designs look good in the catalog but in person they are grossly huge and out of scale.
They are like Disney antiques on steroids. Martha Stewart's stuff has the same problem, though not quite to this extent. What a shame! What a waste!
view monarda's profile
Boring, overpriced faux antiques.....I predict that they will be closing more stores in 2010.....
view 650west's profile
Redneck Modern, I think you're on to something! What the hell was Restoration Hardware thinking only offering Kazoos five months out of the year?! You should open up a Kazoo store ASAP!!!
I mean come on...how many people sleep?
And of those people how many people sleep EVERY day?
In beds?
On sheets?
Clearly they didn't do any research on how much time the average American spends kazooing versus how much time they spend sleeping--FOOLS! I'll bet they wish they had your six dollars now!
So when you open your store you'll only need to find 50 kazoo customers to match Resto's one customer willing to buy a sheet set. Well, let us know when your Grand Opening is and keep us posted! Best of Luck! If it doesn't work out...you can still find a Kazoo at Restoration Hardware on the floor most of the time and even when they're not shown on the floor you could likely ask and get one from the backroom and possibly on sale.
view Bobster's profile
It seems that in striking out in a new direction, Restoration Hardware is striking out. I got "persuaded" Madison Avenue-style by the copy in one catalog to get their towels and had them monogramed. The towels were high quality, but what was I thinking? I'm nearly broke and my bathroom has monogrammed towels? I suddenly became so ashamed of my pretentiousness I took them down and folded them so the monograms wouldn't show, ever.
I'm not an oversized person, I've never lived in an oversized house, and plan to stay within my means and inclination in the future even if my pocketbook improves -- keeping my residence and the things in it to a reasonable and hopefully sustainable scale.
Restoration Hardware seems to be pitched at the bachelor investment banker crowd -- and I'm not sure they're spending their money that freely because of the uncertainty in the industry. Young doctors, with all that debt, and the uncertainty of income under health reform in the future don't seem likely buyers. Nor do young lawyers -- whose industry has been shaken by the financial chaos. Real estate guys -- are you kidding? That leaves bachelor dentists, funeral directors, the high end of the entertainment and sports world, and drug dealers as a potential customer base. It's okay with me if they want the stuff ... I just dont see it as becoming too mainstream.
The desk inside a rolling trunk -- it is a wonderful fantasy. It's the only piece within the collection that feels light and fun.
view AustinSarah's profile
Meh. If I were living in suburbia in the mid-90s and had a ton of money and a McMansion, it be all for it.
But I live in an apartment in a tiny tudor house in the city and my living room can fit my armless, small-scale, men-feel-huge-sitting-on-it couch comfortably and nothing else. So no.
view twitteringbirdie's profile
What strikes me about RH is that much of this "look" can be achieved with a little effort at thrifting/reinventing things/antique hunting, etc...there's something heartless and almost cliche about it.
view muirwoods08's profile
Oh and those faux French (Paris) pillows. RH, that trend has been around for more than 3 seasons. Your a little too late with that one. Almost every boutique has them in their shop already.
view Botany's profile
These comments are more interesting than the furniture/store.
view oncelivedthere's profile
um. bobster. a sub-hundred dollar sheet set from target, macy's, etc. will do me just fine thanks... i'm guessing you've bought into the "it's an investment in quality of life" ruse that some retailers like to spin. i'm sorry for that... however, considering resto's poor performance since they shifted their product assortment from kazoos to sateen sheets, it seems that other consumers might disagree with your POV and tack-sharp retail instincts.
view redneckmodern's profile
I hate, loathe and despise the fake vintage look that they are embracing. I have liked some of the elements in the past, and am angry that they are embracing this style because it cheapens the authentic stuff.
view mschatelaine's profile
I couldn't understand why everyone was so vehemently complaining about the large scale of these items, until I went there myself today. IT IS ALL SO HUGE!!!! I mean, this stuff is for giants with cathedral ceilings. I have to admit that a few of the floor lamps intrigued me on their website, but they were all way taller than me. (Seriously, how is someone supposed to look through the binoculars on the stand if they're two feet above your head???) And half of the cool things aren't even available to purchase ... they're just props. In all, this place stinks. I miss the old Resto of 10 years ago or so.
And incidentally, why are the store items more expensive than the web ones? Those subway signs (which I kinda liked online, but are seriously fug in person) were $200 more than their online counterparts.
view ridge_van_winkle's profile
Assuming the trunk-secretary desk is really sturdy, I think it's genius. Talk about love at first sight!!! Wow.
view Rob in PDX's profile
Michelle, what store in the Bay Area do you own? I'm wondering if I've been -- if not, I'd love to!
I'm so over fake old. It would be like eating at TGI Fridays in your own home...
I'm also annoyed at how they describe their brickmaker's table: "With help from a European antiques dealer, we've unearthed a limited cache of one-of-a-kind brickmaker's tables". Puh-leez! This is the same table Sundance Catalog has had for probably 2 years, and I spotted in ABC Carpet over a year ago.
I do love the trunk-secretary desk (I've always wanted a steamer trunk), but it feels more like a prop than practical.
Rosenatti, your salvage idea is genius. People want to recycle used furniture, but they don't always have the know-how or means to refurbish it.
view LynnS's profile