Restoration Hardware Launches Brocade Home

As a part of its ongoing brand extension, Corte Madera, CA-based Restoration Hardware will launch Brocade Home in mid-September with a 64-page catalog. The new brand, which has been more than a year in the making, will have “much more of a feminine energy without being girly,” says Lisa Versacio, senior vice president of new business development at Restoration Hardware.

A glance at the nontransactional Brocade Home Website suggests an esthetic closer to the vintage-inspired, delicately ornate decor of Anthropologie than the more solid and masculine lines of Restoration Hardware’s furnishings.

“We see our customer as predominately women and not necessarily a specific age group. It seems to appeal to a younger audience and old people like me and even older,” Versacio says with a laugh, adding that Brocade Home’s target customer is younger than that of its parent company, whose customers according to its data card have an average age of 45. “It’s hitting a female chord across the board, which was really the plan.”

The Brocade Home catalog will mail monthly and offer 400 SKUs covering all categories of home furniture, lighting, and textiles. Versacio would not disclose specifics but says circulation will start small. Catalogs will be mailed to rented lists but not to the Restoration Hardware house file. The Brocade Home’s Website will remain nontransactional until early 2007. Stores are a possibility in the future, Versacio says, but not until the end of 2007 at the earlier, though “more likely it will be the beginning of 2008.”

Versacio had previously created and launched the younger, more-affordable Pottery Barn spin-off West Elm for San Francisco-based Williams-Sonoma. She, was hired more than a year ago to oversee the Brocade Home launch. Versacio hired eight staff members—none of whom had been part of Restoration Hardware—to work on the brand launch.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.