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  • Making the retail experience feel like home
  • Making the retail experience feel like home
    Dawolf, Creative Commons (2015) ©
CASE STUDY

RH: a home furnishings store you’ll want to live in

Headlines about the death of physical stores have proliferated in recent years. But while online shopping has come to dominate, RH is renewing its focus on brick-and-mortar, building shops that are part retail space, part art gallery, part design studio. Can its approach revolutionise retail?

Location United States

Scope
Headlines about the slow death of brick-and-mortar retail have proliferated in recent years. But while online shopping has come to dominate – according to research from Forrester, 69% of Americans regularly buy products online – a band of retailers are renewing their focus on traditional stores. [1]

Luxury home furnishings brand RH is one of these retailers, occupying historic buildings that almost function as galleries. “It’s building gorgeous stores,” says retail expert James Dion. “It’s just a stunning display of retail ability and temptation.” [2] So what’s the story behind the brand? And how’s it revolutionising ...

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