RESTORATION DISCOVERS HOW TO GO UPSCALE.(Restoration Hardware Inc.)
HFN: The Weekly Newspaper for the Home Furnishing Network, February, 2005 by Fleischer, Jo
Byline: Jo Fleischer
CORTE MADERA, Calif.-After a four-year extreme makeover, it's as easy to see what's missing from Restoration Hardware as it is to see what's been added.
Out are the toy departments, the Moon Pie snacks and the glowing eyeball Halloween night lights that helped make "discovery items" part of the retail industry's lexicon.
In replacing nearly all of those whimsical offerings, Gary Friedman, president and chief executive officer, has taken the company in an upscale direction by focusing on higher-margin products in five key categories: bath items, including fixtures; decorative and functional hardware; furniture, textiles and accessories.
"We've tried to position Restoration Hardware around the [categories] we...
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