Gary Friedman
Analyst · Cowen and Company
I think that, take the hospitality part, a little bit to the other question, but when you think about building stores that are in the 50,000 to 60,000 square foot range, and creating a destination, creating a sense of hospitality, it's no different than bringing somebody into your home. If somebody's going to visit your home, we've said that we want to blur the lines between residential and retail, and create spaces that are more home than store, if you will. If you're going to have somebody into your home, of course you going to offer them something to drink, possibly something to eat, and create a more engaging experience. And to us, it's about how do you create destinations that people can be immersed in the lifestyle, can experience it, that want to sit with it longer, that maybe will discover ideas or products. And I think that's what we're seeing today in Chicago. So as I think about other things, the things that complement that, I think, are pretty intuitive. We've integrated contemporary art into our modern stores. If you think about things that people may be responding to the fact that WWD ran an article on, and focused on apparel. That was, by the way, an interview we did in our modern gallery when we opened, and it was supposed to be about RH modern, and somehow the writer decided to make it about apparel when she told us, it wasn't going to be about that. I think everybody knows that we have a view that maybe long-term there could be an opportunity in that side of the business. It's nothing that's on the front burner, it's nothing that we're even remotely working on with any effort right now. So I wouldn't think about that. I think about how you think about hospitality, where when all of a sudden, you take a store like Chicago, and it's the least traffic store and all of a sudden it's the best-performing store, I think there's something to learn there about hospitality inside a retail store, and how it can be integrated, and how we can drive traffic. At the trends we're on today, which is trending to about $5 million a year in the hospitality side in Chicago, we're feeding about 450 to 1,200 people a day. Much of that traffic is incremental. And we think that is providing a real synergy to the experience in Chicago, and there's really something to learn there, that we think is - which we think is possibly a big opportunity, when we look at it.