RH's Gary Friedman Outlines the Retailer's Bold Plans for Physical Stores

“We like to say, it’s not about the internet,” he said at Adweek’s Brandweek virtual event. “It’s about the lack of imagination at retail.”

Uncowed by the accelerated shift to online from offline during the pandemic, he maintains that retail is not a matter of physical versus digital, but rather about physical with digital. Friedman noted that only 15% of retail sales are online, with Covid-19 likely boosting that number to about 20%.

Friedman’s view is worth taking seriously, as RH has, in his words, transformed itself from a retailer of nostalgic discovery items and an 84-page catalog to a $3 billion luxury design platform with over 3,000 pages of inspired design and a $7.4