RH launches immersive retail flagship in Oklahoma City with restaurant, rooftop park, and interior design studio

RH (NYSE: RH), the American luxury lifestyle brand formerly known as Restoration Hardware, has unveiled its latest design destination: RH Oklahoma City, The Gallery at OAK. The three-level, 45,000-square-foot architectural marvel features an integrated blend of home furnishings, antiques, hospitality offerings, and landscape design. Located at 2110 Northwest Expressway, the gallery introduces a new era of residential-retail immersion anchored by a rooftop restaurant, a European-inspired park, and an interior design atelier.

The new flagship continues RH’s aggressive experiential retail strategy, blending showroom luxury with culinary and design experiences. Institutional investors see the Oklahoma expansion as part of RH’s broader plan to redefine the high-end home goods sector, especially in underpenetrated U.S. markets.

Why is RH expanding into Oklahoma City and what makes this new gallery different from other locations?

The Oklahoma City gallery is RH’s latest move into second-tier metros, aligning with its strategy to capture market share in affluent but underserved geographies. Unlike traditional furniture stores, RH Oklahoma City blurs the lines between retail, residential lifestyle, and hospitality. According to the company, this new location introduces a custom parchment-cream brick facade made from Italian bricks, expansive bronze-framed glass doors, and dramatic night-time illumination that transforms the space into a glowing art piece.

The building is more than just a store. RH Oklahoma City includes a rooftop restaurant set under a year-round skylit atrium, complete with cascading fountains, chandeliers, and heritage olive trees. This unique concept—restaurant atop retail—further distinguishes RH from competitors like Ethan Allen or Williams-Sonoma, who have not vertically integrated hospitality at this scale.

In addition, the gallery houses a rooftop park inspired by classical European gardens, featuring intimate lounge spaces framed by London plane trees, shade canopies, and layered boxwoods—reaffirming RH’s reputation for environmental artistry.

What is RH’s strategy behind integrating rooftop dining and landscaped parks into retail experiences?

RH’s move to include dining and outdoor spaces isn’t just aesthetic—it’s a core growth engine. CEO Gary Friedman emphasized that the goal is to build “spaces that cannot be replicated online,” positioning the RH brand as a lifestyle destination rather than a digital catalog. By drawing visitors into immersive, sensorial experiences, RH reduces price sensitivity and increases time spent in-store, which boosts purchase intent.

The rooftop restaurant in Oklahoma City features a curated menu focused on fresh seafood and enduring classics. The design echoes RH’s signature hospitality vision, with natural Taj Mahal stone finishes, open focal kitchens, and waterfall walls designed to elevate the culinary and spatial experience. These high-margin, in-house dining operations also create synergy with RH’s furnishings by showcasing them in use, converting ambience into aspiration.

Institutional investors interpret this hybrid model as a defensible moat against e-commerce disruption. By anchoring RH galleries with full-service restaurants and design studios, the brand deepens customer engagement while monetizing lifestyle immersion—an approach Wall Street views as both sticky and scalable.

How does RH Oklahoma City support the company’s interior design services and brand positioning?

The second level of the gallery is dedicated to the RH Interior Design Atelier, a state-of-the-art studio offering clients personalized design consultations. This includes a private presentation room, textile libraries, lighting and finish selections, and a rug showroom featuring exclusive RH pieces. By embedding professional services within its galleries, RH transitions from a product-driven brand to a solution-oriented partner in home transformation.

This strategy has a dual benefit. It attracts high-spending clientele seeking turnkey interior solutions, and it reinforces RH’s premium positioning. Unlike online-only retailers or mass-market brands, RH offers a vertically integrated ecosystem—from inspiration and visualization to execution. Analysts note that this expands average order value and customer lifetime value, metrics closely watched in RH’s quarterly earnings calls.

What financial role does RH Oklahoma City play in RH’s broader growth and profitability roadmap?

While specific revenue projections for RH Oklahoma City have not been disclosed, historical data shows that RH’s Gallery format stores significantly outperform its legacy footprints. According to past earnings reports, the Gallery model drives more than 50% higher sales productivity per square foot and enables better fixed cost absorption, especially when paired with high-margin restaurants and services.

In its investor presentations, RH has stated its goal to open 5–7 new galleries annually, with each designed to act as a regional draw. Oklahoma City, with its expanding affluent suburban base and growing luxury footprint, was a logical addition. Furthermore, the location at OAK, a rising retail destination in the city, enhances foot traffic and regional visibility.

Institutional sentiment remains cautiously optimistic. Analysts cite macroeconomic headwinds such as housing turnover, interest rates, and discretionary spending as risks—but believe RH’s shift toward fully immersive destinations with multi-sensory appeal positions it defensively in a volatile retail landscape.

What do analysts expect next from RH in terms of geographic and product line expansion?

Following the Oklahoma launch, RH is expected to continue its rollout in high-income but underserved metro areas, often beyond traditional coastal markets. With galleries in Aspen, Palm Beach, and the Hudson Valley already established, the brand is eyeing regional cultural hubs for future launches.

Product-wise, RH has teased expansions into guesthouses, luxury yachts, and even private jets—part of a broader vision to become a holistic luxury lifestyle platform. Analysts expect more cross-category entries that build brand equity and offer synergistic merchandising with RH Interiors and RH Modern.

In parallel, digital innovation remains a focus. The company’s online platform continues to evolve as a high-touch visual tool, but the physical galleries remain RH’s crown jewels for customer acquisition and experience. That’s why each new launch, including Oklahoma City, is a critical brand moment—not just a new store.

What does the future outlook look like for RH following this gallery opening?

Looking ahead, RH’s Oklahoma City debut is likely to serve as a benchmark for expansion into architecturally distinct, mid-market metros. Investors and industry observers are watching to see how this gallery performs across revenue per square foot, hospitality conversions, and design services uptake. These metrics will feed directly into RH’s financial model for future site selection and capital allocation.

Given that RH operates in a cyclical segment tied to housing and discretionary spending, future performance will depend on both macroeconomic recovery and the brand’s ability to continue elevating its value proposition. However, early sentiment indicates that RH’s unique fusion of retail, art, design, and hospitality is resonating.

In summary, RH Oklahoma City is not merely another store opening. It marks the latest proof point in RH’s transformation from a furniture retailer into an aspirational lifestyle ecosystem—designed not just to sell, but to inspire.