Many interior designers see RH as their enemy but it’s not quite that simple. Here’s why in my opinion.
Back when it was called Restoration Hardware and sold an odd assortment of household cleaners, home décor and the occasional piece of mission furniture, the retailer attracted little attention from interior designers. But in the 15 years since CEO Gary Friedman has remade the chain into an upscale resource for furniture and accessories under the RH name, many within the trade see it as the enemy, somebody trying to take their business and corner the interior design market.
But there’s another way to look at RH and it’s entirely different. Rather than a competitor, RH has become an enabler, opening up the entire world of interior design to consumers who might not have otherwise gone to designers. Maybe they were intimidated by the idea of working with an interior designer or maybe they just didn’t know how to get started finding someone.
RH has changed all of that. Its signature Gallery stores are situated in high profile areas where shoppers go for their fashion and beauty needs and find it remarkably easy to venture a little further down the shopping area and visit an RH store. Maybe they’ve gone there for lunch or a drink or maybe they just want to walk around and see what the rooms look like.
Whatever got them into the store in the first place, chances are they wouldn’t have considered going to an interior designer instead. But once they are there they begin to understand the design process. Maybe they meet with a RH designer, maybe they even make a purchase. But probably more often than not, they don’t.
But here’s the thing: They are now in the game. RH has introduced them to interior design and that’s where you come in. As an independent designer, you are often their next stop because now they understand how things work.
Yes, RH is going to take a certain piece of the interior design market. But they are also expanding it and that’s why having them as the lead in the process is so important for your business.
Call it the RH Factor.
