Restoration Hardware (NYSE:RH) has introduced a new fee-based membership program that gives users discounts and services not available to regular shoppers.
The RH Grey Card carries $100 annual fee and provides 25 percent off regular-priced merchandise and 10 percent off already reduced sale items. In addition, members will have access to complimentary interior design services, a dedicated concierge to manage orders, eligibility for preferred financing on the RH Card and early access to clearance events.
The card can be used with all retail channels—stores, online, catalogs and phone orders.
"Our lives are filled with complexity—and we long to break through the clutter to find simplicity," says RH CEO Gary Friedman. "We want to shop for what we want, when we want and receive the greatest value. So rather than navigating countless promotions, we're changing things … because time is the ultimate luxury."
Change is required for other reasons, as well. Last month, Friedman fired off a scathing memo to employees calling for a "massive" culture shift that would refocus attention on the customer.
"We need a MASSIVE CHANGE IN OUR CULTURE AND ATTITUDE RIGHT NOW," Friedman wrote, using all capital letters. "THE GOAL IS DELIGHT."
The new RH Grey Card is part of this initiative.
-See this Restoration Hardware press release
Restoration Hardware CEO issues urgent memo
RH to open at Historic Pier in San Francisco
Restoration Hardware opens lifestyle shop in Chicago's Three Arts Club
Restoration Hardware opens store in the historic Flatiron district