Restoration Hardware rebrands as RH

Corte Madera, Calif. -- Restoration Hardware announced Monday it has rebranded the company as RH, in a move to better position itself as a multichannel operation.

According to RH creator Gary Friedman: "Today's RH is a far cry from the hardware and nostalgic discovery item based business it once was.  … The new branding positions us for the future and reflects our belief that we can curate a lifestyle beyond the four walls of the home."

The new branding, a collaboration between Marc Shillum, principal at Method, designer Robert Valentine and Friedman, will debut on the cover of the company's fall 2012 catalogs and on its website.