Restoration Hardware aims high with upscale rebranding plan

08/19/2013 |

Restoration Hardware will change its name to RH Atelier as part of a plan to establish the chain as an upscale lifestyle brand. The stores will broaden their selections of luxury lifestyle goods to include apparel, jewelry, accessories and footwear in an effort to fill a niche that analysts and industry experts say is less-crowded. "Department stores play around in this area, but it's really a space that is unoccupied," advertising executive Ellis Verdi said.

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