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Why the Restoration Hardware Catalog Won’t Die

The astonishing determination for the mail-order company

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 tens and thousands of square foot filled up with dining-room sets and king-size beds and couches, upholstered in tones of gray and beige and beiger, and accessorized with plush rugs and metal-armed lights. Or even you’ll error it for a resort lobby, along with its high ceilings, sufficient sitting, and smiling concierge.

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

Function: being a temple towards the furniture that is high-end infamous “source publications. ” On twin circular tables big enough for an family that is extended Thanksgiving dinner (yours for $7,995 each), eight various editions sit in neat piles and provide 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 “carbonized split bamboo” altars.

The greatest of RH’s 2019 catalogs ended up being 730 glossy pages—from a few legs away, you may think it is the September dilemma of Vogue. The organization wouldn’t normally reveal just how much it spends in the luxurious compendiums, however in 2012, a market specialist predicted they would need a multimillion-dollar spending plan, with every specific book costing just as much as $3 to print and ship—a figure that doesn’t are the tab for photography or web web page design. Continue reading