US luxury behemoth targets Mayfair

American luxury lifestyle brand RH – fka Restoration Hardware – is planning to open an eating, drinking and shopping complex in Mayfair incorporating a restaurant, a coffee shop, three bars and a rooftop terrace.

The company has submitted plans to Westminster council to transform three Grade II-listed buildings off Savile Row, previously occupied by Abercrombie & Fitch. The move follows RH’s UK debut two years ago, when it converted Anyho Park, a stately home in north Oxfordshire, into a palatial retail showroom with three restaurants including the Orangery (pictured).

With annual revenues exceeding $3.5 billion in the US, the company has invested lavishly to fund global expansion, in order to create what CEO Gary Friedman describes as “the first multi-category fully integrated home brand in the world“.

Restaurants are a key part of a sales pitch to attract high-net-worth spenders who have multiple homes to furnish and decorate. RH England is the first step in the company’s international itinerary, followed by Paris, Milan, Madrid, Brussels, Dusseldorf and Sydney.

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