Dive Brief:

• Upscale furniture and home goods retailer Restoration Hardware is planning an expansion into apparel fashion.

• CEO Gary Friedman says that luxury apparel is ripe for the kind of disruption that has seen the retailer succeed in furniture, with luxury apparel and accessories to be featured in its showrooms —and available for sale.

• The move will come via the retailer’s RH Atelier brand, the clothing and accessories line announced in 2013, and follows its 2012 acquisition of apparel brand Hierarchy.

Dive Insight:

Restoration Hardware’s Friedman has been talking about the retailer’s move into apparel and accessories since the company’s acquisition of apparel brand Hierarchy. It announced “RH Atelier” last year as housing the company’s apparel brand. 

The news here appears to be in how the company will execute the move, enticing shoppers in showrooms with clothing and accessories laid out in a showroom’s bedrooms and dressing closets. But, rather than being simply props, the items will be available to purchase.

“We’re building these amazing [stores],” Friedman told Women’s Wear Daily. “You could go into a bedroom and the armoire would have clothes in it — and you can buy them. It would be done in a voyeuristic way, almost like you’re in someone’s beautiful home.”