Branding: The Integrated Shopper

In recent years, the company has struggled with its merchandise concept. Flip from one cover of its catalog to another and you encounter a bewildering mix of retro record album frames, magic kits, a lone peacoat, votive chandeliers and $6,000 elegant dining room sets.

Everything is kind of cool, but in visiting the company’s website and Leawood, Kan., store, and in reviewing its Early Spring 2009 catalog, we were left wondering what’s going on. Two years ago, the company went after the toys and gadgets market, but it now appears to be backing off that a bit. We’re not privy to Restoration Hardware’s marketing data, but we suspect those items lowered its average order value.