You know that I haven’t always been Restoration Hardware‘s biggest fan. In fact, some of its designs in years past have left me, well, baffled. Remember the Aviator Wing Desk? And how I even offered some friendly constructive criticism?
Well, that was three years ago. And I am nothing if not fair. So I was most interested to read Maxwell Ryan’s (the genius behind Apartment Therapy) interview with Restoration Hardware’s CEO, Gary Friedman.
First things first. MR asked about the elephant in the room: the floor-denting, child-crushing, recently sent package of catalogs. Excuse me: sourcebooks.
Mr. Friedman explained that this mailing replaces multiple mailings throughout the year; the assumption is that we consumers (and designers, I suppose) will hold onto these sourcebooks for repeated reference. That’s not a bad strategy. I mean, how many catalogs do you receive from Serena & Lily each month?
Mr. Friedman then surprised me by saying (these are MR’s words) that “the books are also fully recyclable and shipped UPS in a partnership, where certified carbon offsets have been purchased to balance all impact” on the environment.
You have to admit that that’s IMPRESSIVE, Gentle Readers. And fascinating, because it indicates that Mr. Friedman KNOWS people are going bezerk about the catalog brick. Sorry again: sourcebook brick.
Next, I was intrigued by Mr. Friedman’s strategy for Restoration Hardware’s bricks-and-mortar stores. He intends to consolidate and make the remaining locations amazing: gigantic galleries with lots of natural light. (Sounds like DC’s four-story Room & Board store, which I love.) Restoration Hardware’s stores will be DESTINATIONS. With CHILDCARE. This is brilliant.
(Lest you disagree by thinking that in-person stores are going the way of the Dodo, read Mr. Friedman’s statistics about where RH’s sales come from.)
So let’s get to the really important stuff, shall we?
How’s the MERCH?
Surprise! There are now several – hear that? SEVERAL – things at Restoration Hardware that I like.
We’ve always been fans of their bedding; Restoration Hardware had linen duvet covers in lavender when there were none to be found. (Remember my recent revelation: sometimes purple is the answer?)
I like the Martens Round Coffee Table. Good round tables are hard to find.
The Miya Moroccan Wool Rugs are terrific and versatile.
And I love the Buckle Chair in Antique Chestnut. We just recommended this for a Guest Bedroom, actually.
Now. Unfortunately. Tragically. There are still plenty of things at Restoration Hardware that leave me furrowing my brow, scrunching up my face, and scratching my head.
The Entablature Bed is simply ridiculous,
as is the Cambridge Sectional. A tufted, Chesterfield-like sectional? Why would anyone think that’s a good idea?
The 1950s Iron Wingback Chair looks like an electrocution device…
…which is appropriate, considering that the Mayfair Steamer Trunk Secretary…
…looks like a coffin when closed.
Finally, the Baroque Capital Coffee Table
And the Distressed Ionic Capital Coffee Table
actually make me angry. My former art historian self can’t stand to see capitals perverted like this, fake though the capitals may be. Also, and more to the point, these tables are unspeakably ugly.
So there you have it, Gentle Readers. File this under “personal growth and near-acceptance.” Restoration’s business strategies are intriguing and appealing. But as far as the merchandise is concerned, to Mr. Friedman and his band of merry designers I say: edit heavily, scale down, add some COLOR, for Pete’s sake, and then we’ll talk.
UPDATE, June/July 2014: Uh-oh: looks like RH isn’t being as straightforward as it should be about carbon offsets and paper sources…
Annie Elliott is an expert in curated interiors, brilliant color palettes, and telling people what to do in the nicest way possible. Her interior design firm, bossy color, is based in Washington, D.C.
