Restoration Hardware launches teen line

Restoration Hardware (NYSE:RH) will launch a line of fancy furniture geared toward teenagers. Looking to appeal to a younger crowd, RH Teen is described as high-quality furniture and home goods for teenagers.

"Today, teens have tremendous exposure to design through the multiple Web and social media platforms and are becoming tastemakers in their own right," said Restoration Hardware CEO Gary Friedman said in a statement, according to Bloomberg. "We believe that RH Teen represents an opportunity to infuse taste and style in a market that has been underserved."

Items in the line will include furniture, lighting, linens and decor, available online and at the retailer's new design galleries. The home goods retailer has been scaling up in size, going from a typical 10,000 sq. ft. store to the 68,000 sq. ft. RH Gallery location in Atlanta. The retailer is currently building its largest U.S. store yet in Las Vegas.

RH Teen will also release a 20-page source book. More details on the collection will be released in September.

Teens from higher-income homes tend to spend about 1 percent of their money on furniture and room accessories, according to a survey by Piper Jaffray.

Other home decor and furniture retailers with teen specific lines include Pottery Barn and District 17.

The launch comes on the heels of another new line from Restoration Hardware, RH Modern, a retail concept geared toward selling products for the modern home.

For more:
-See this Bloomberg article

Related stories:
Restoration Hardware introduces RH Modern
Restoration Hardware to build 70,000-sq.-ft. Las Vegas store
Restoration Hardware scaling up, not down
Restoration Hardware opens store in the historic Flatiron district
Williams-Sonoma has record holiday, credits omnichannel strategy
 

 

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