Restoration Hardware Reinvents Itself With a New Merchandising Strategy

Gary Friedman, Restoration Hardware's chairman and co-CEO, says the brand has destroyed the previous iteration of itself, clearing the way to express itself in a never-before-seen fashion. A statement about the relaunch is in a 56-page direct mail piece that went out in late August and is also on the company's redesigned website, which proclaims the retailer to be "reinvented, remodeled, reborn."