Why would a billionaire bring a date to a furniture store?
Unless it's Restoration Hardware (RH).
This is the Disneyland of Furniture.
Here's how the $4 billion brand exploded👇
Back in 1979, Stephen Gordon has a problem.
Why can’t you buy good, affordable furniture?
He started Restoration Hardware (RH) to solve it.
But 44 years later, RH is way different:
Today, it's a luxury home goods brand with restaurants, coffee shops, and hotels.
And they do over $3 billion in sales.
The secret sauce to attracting customers?
Selling Third-Space-as-a-Service (TSaaS)
Here's what I mean:
It used to be local churches and community centers.
But the decline in religion and rise in digital created a void.
And RH Galleries is here to fill it.
In 2015, RH Galleries launches in Chicago.
Imagine these galleries as stores on steroids.
The Chicago eatery is the 7th most instagrammed cafe in the world.
And now they serve as center pieces of cities.
• England = 400 year old, 73 acre, 60 room historic estate
• San Francisco = 5 floor, 80,000 square feet with 2 wine bars and a restaurant
• New York = 90,000 square feet with a rooftop restaurant
RH is not begging you to buy furniture.
And live the home decor through osmosis.
RH Galleries is a billion dollar billboard to sell furniture.
Third spaces like the Soho Club sell the space as their primary product.
RH creates a space to sell furniture.
And it follows the golden rule of marketing:
“Show, Don’t Tell”
Show me ridiculously well designed home decor.
Show me the magic.
RH even built a hotel in New York City.
They're redefining what it means to build a brand.
And it all starts with the Disneyland for Furniture.
See you soon,
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