RH, known for selling pricey furniture, says its prices have been "too aggressive" in the past.
The CEO says its addressing this by lowering prices in its new collection, RH Contemporary.
Analysts say this strategy could help it to woo aspirational shoppers who were priced out.
But its newest collection, dubbed "RH Contemporary," will have a "value proposition that will be disruptive across multiple markets," he said.
UBS analyst Michael Lasser said its new pricing strategy suggests that the brand is looking to court aspirational shoppers, which it may have alienated by previous price increases, in order to drive growth.
Persons:
—, Gary Friedman, Friedman, what's, Michael Lasser, RH, Lasser
Organizations:
Contemporary, Analysts, Service, UBS