There’s something boldly American about RH, the home furnishings giant formerly known as Restoration Hardware, a purveyor of sprawling greige sectionals that look tailor-made for Texas McMansions. But what about quaint English country cottages or compact London flats? Gary Friedman, the brand’s bullish CEO, is optimistic there’s a niche within the British market for RH’s distinct mid-luxury appeal. He recently pulled back the curtain on one of the brand’s most over-the-top moves yet: a furniture gallery inside a lavish 17th-century manor in the Cotswolds.
London may seem a more sensible choice for RH to enter the British market, but lately Friedman has leaned into risk. Few furniture brands can say they also sell $65 wagyu sandwiches at “caviar lairs” or have enlisted AD’s former editor-in-chief Margaret Russell to helm its media arm. Expansion across the pond seems a natural next step, and the 55,000-square-foot manor at Aynho Park offers exactly the sort of enveloping experience Friedman wants RH to represent. Rooms showcasing the brand’s array of high-end furnishings neighbor the RH Interior Design Studio, an “interactive space” featuring a design library. True to form, there will also be three restaurants.
