Add Restoration Hardware Inc. to the list of e-retailers that think a shrunken alphabet is best when it comes to branding. The web merchant says it is rebranding itself as RH. The new branding will roll out this fall.

RH, or Restoration Hardware, is No. 105 in the Internet Retailer Top 500 Guide. The new brand reflects the e-retailer’s growth and its desire to be thought of as a lifestyle brand and more than just a hardware provider, the company says.

“RH enhances our identity and moves us beyond our hardware store beginnings,” says RH CEO Carlos Alberini. “It enables us to leverage our core capabilities of innovation, curation, and integration of new ideas and businesses.” 

Consumers today can type either RH.com or restorationhardware.com to reach the e-commerce site. It featured in the upper left corner a relatively large RH logo over a smaller Restoration Hardware label.

To create the new branding, the e-retailer says it worked with Marc Shillum, a principal at San Francisco-based design firm Method, and designer Robert Valentine.

More than a year ago, online mass merchant Overstock.com Inc., No. 27 in the Top 500, began rebranding itself around the letter O by buying the O.co web domain name and via other steps.