Why the Restoration Hardware Catalog Won’t Die

Why the Restoration Hardware Catalog Won’t Die

The astonishing determination regarding the business that is mail-order

You might think it’s a place to buy furniture when you enter the RH (formerly Restoration Hardware) megastore in New York City’s Meatpacking District. Theoretically it really is, with thousands of square foot full of dining-room sets and king-size beds and couches, upholstered in tones of gray and beige and beiger, and accessorized with plush rugs and lamps that are metal-armed. Or possibly you’ll error it for the hotel lobby, using its high ceilings, sufficient seating, and smiling concierge.

But on either part associated with the store’s broad path that is central you’ll see its real religious, or even practical

Function: being a temple to your furniture that is high-end infamous “source publications. ” On twin circular tables big enough for the family that is extended Thanksgiving dinner (yours for $7,995 each), eight various editions sit in neat stacks and supply motivation tailored to ski chalets, coastline getaways, or nurseries for rich infants, with respect to the tome. Bathed in golden light from enormous $12,000 chandeliers, the gods of direct-mail marketing beckon enticingly from their split that is“carbonized bamboo.

The greatest of RH’s 2019 catalogs had been 730 pages—from that is glossy few foot away, you may think it is the September problem of Vogue. The organization wouldn’t normally reveal simply how much it spends from the luxurious compendiums, however in 2012, a market specialist calculated which they would demand a budget that is multimillion-dollar with every specific book costing just as much as $3 to print and ship—a figure that doesn’t range from the tab for photography or page design. RH’s catalogs, and its particular cost points, had been much like Pottery Barn’s and Crate & Barrel’s before the aughts that are late whenever supply publications and opulently appointed shops begun to be introduced. More →