Major US furniture and homeware retailer RH—formerly known as Restoration Hardware—has formally debuted its RH Modern brand.

The retailer says RH Modern is a first-of-its-kind retail concept for the modern lifestyle, and has launched with its own dedicated website (RHModern.com), store presence and a 540-page source book.

RH Modern is a curated and fully-integrated assortment of modern furnishings, lighting and décor under one brand, with products from designers including Barlas Baylar, Anthony Cox, Thomas Bina, Frederick Van Thiel and Ben Soleimani, as well as reissues from midcentury designers such as Milo Baughman.

“We believe RH Modern is our finest work to date,” says RH chairman and CEO Gary Friedman. “From antiques to architecture, from the environments we work in to the devices we work with, there is a modern sensibility that is influencing what we see and how we live in the world. While the market for modern furnishings has always been somewhat small, the convergence of these trends creates an opportunity to develop a much larger market.”

The retailer trebled pre-tax profits to $148m on sales up 20 per cent to $1.87bn in the year to January 2015.