Leaning In The Art of Retail Reinvention: A Conversation with RH’s Steve Rouman
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Jun 25, 2025 Steve Rouman, SVP of Real Estate at RH, shares insights from his rich career, having previously led strategies at Amazon, Apple, and Gap. He discusses RH’s remarkable transformation into a luxury lifestyle brand and the strategic site selection that fuels this evolution. Post-COVID consumer behavior emerges as a focal point, along with the synergy between e-commerce and physical retail. Rouman offers wisdom for newcomers, emphasizing that human connection remains crucial in enhancing the retail experience.
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From Legal Assistant to Leasing
- Steve Rouman started as a legal assistant before pivoting to retail real estate leasing.
- Early career shaped by networking and mentorship that led to leasing role and career growth.
Brand-Focused Site Selection
- Successful retail real estate focuses less on location alone and more on brand alignment.
- Location must enhance brand image and support customer experience equally as product and service.
Unexpected Palm Desert Success
- Steve Rouman shares a successful surprise with a small RH interior design studio in Palm Desert.
- The 3,100 sq ft store, with no furniture inside, is projected to do $2,000 per square foot in sales.