RH, formerly Restoration Hardware, just bought an abandoned Napa complex to develop its own winery and hotel

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RH (formerly known as Restoration Hardware) continues its quest to be known more for its luxury experiences than for its luxurious and expensive furniture.

During an earnings call this week, CEO Gary Friedman announced the purchase of an 857-acre property in Napa, as first reported by the San Francisco Business Times. The luxury retail company intends to transform the long-abandoned former resort site into an upscale getaway with its own winery.

“We’re going to build an experience the world has never seen,” Friedman said on the call.

The former site of Napa Soda Springs Resort, the property went on the market in 2019 for $50 million, the first time it had been for sale in 40 years. A 2019 press release announcing the listing detailed features of the property, including “a stunning 80-foot waterfall, views of Poppy Hill, the igneous rock-strewn slope of Babylon Plane, and a host of free-flowing mineral springs. which have historically been prized and bottled for their taste and health-promoting properties.

Opened in 1856, the resort was a popular vacation spot for affluent travelers seeking a healing experience from the springs, a booming trend at the time. The station eventually closed after World War I and later fires tore through many of the structures. Some original stone facades remain and it is unclear whether the company will include them in its development plans. RH would not provide further details on development plans to SFGATE. The purchase price has not been disclosed.

The Corte Madera-based company has accelerated its expansion beyond home furnishings in recent years, opening “galleries” that include showrooms and restaurants, as well as high-end “hospitality experiences” that operate as exclusive hotels. “RH San Francisco, The Gallery” opened in March, with five floors of exhibition halls and a restaurant on Pier 70 in the Dogpatch neighborhood and “RH Guesthouse New York”, which includes luxury suites, opened this month.

Friedman also teased another acquisition at the end of the earnings call, this time an upcoming property in Europe that he said he could not yet disclose details of.

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