CORTE MADERA -- Restoration Hardware today said it will rebrand as RH, better reflecting its current positioning as a provider of modern, high-end home furnishings.

"'RH' enhances our identity and moves us beyond our hardware store beginnings," said Chief Executive Officer Carlos Alberini in a statement.

The logo will be featured on the company's quarterly catalogs and on a new website (

The Corte Madera-based company was purchased in 2008 by a coalition of private equity investors called Home Holdings LLC and is currently pursuing an initial public offering on the New York Stock Exchange under the symbol "RH" at some time in 2012, according to preliminary filings with the Securities and Exchange Commission.

For the fiscal year ended Jan. 30, RH distributed about 26.1 million catalogs. Net revenue was $958.1 million in that period, up from $625.7 million in 2009.

Under the direction of its new owners, the company reduced the number of stores from 95 in January 2011 to 74 stores and 10 outlets in the U.S. and Canada as of April of this year.

The new branding was developed as a collaboration between Marc Shillum, principal of San Francisco-based Method, designer Robert Valentine and Gary Friedman, Restoration Hardware co-CEO.