RH insider ownership: who sold, why, and what they still hold

What stands out

Carlos Alberini bought 11K shares for $1.8M, first on Jun 29, 2026. These are the first by current officers or directors since Jun 26, 2024.Purchase, Jun 29, 2026

Two insiders sold $23.1M with no disclosed plan: Gary Friedman ($20.7M) and Mark Demilio ($2.4M). The filings don't state a reason.Gary Friedman: largest such sale, Jul 6, 2026 · Mark Demilio: largest such sale, Jan 14, 2026

A share of stake is shown for 0 of the 3 officers and directors who sold. 14 are left out

Left out: Gary Friedman, Mark Demilio, Eri Chaya, Carlos Alberini, Leonard Schlesinger, Kathleen Mitic, Ali Rowghani, Hilary Krane, Keith Belling, Jack Preston, Christina Hargarten, Sandra Moore-Pilon, Lisa Chi and Ryan Hassanein (share of stake is being verified).

Disclosed company stock is not an insider's whole wealth.

Who sold, and how much of their stake

Officers and directors, past 12 months. Their share of stake is being verified and is not shown yet; amounts and trading plans are below.

Gary Friedman

Chairman & CEO, Director

Not confirmed

Share of stake not shown: share of stake is being verified. Why

$20.7MNo plan disclosed

Eri Chaya

President, Co-Chief Creative and Merchandising Officer and Director, Director

Not confirmed

Share of stake not shown: share of stake is being verified. Why

$3.4MDisclosed plan

Mark Demilio

Director

Not confirmed

Share of stake not shown: share of stake is being verified. Why

$2.4MNo plan disclosed

Amounts, filings and trading plans for each seller

Selling by month

Officers and directors, Oct 2025 to Oct 2026. Each sale is counted once: under a disclosed plan, else to cover taxes, else no plan disclosed.

Disclosed planNo plan disclosedOne dollar scale for every month; the tallest bar is labeled

Recent activity

Past 30 days, Sep 17, 2026 to Oct 16, 2026

Sep 22, 2026Mark Demilio sold 1K shares ($132K) with no plan disclosed.

Who	Shares	Price	% of total stake	Total stake after	Trade date	Filed
Mark Demilio Director	1,000	$132.00	n/a	n/a	Sep 22, 2026	Sep 24, 2026

"% of total stake" is the shares in an event against all the vested shares the person held that day, across every share class and holding entity, after that day's vesting. "n/a" means the person's holdings are not confirmed, or the row is a purchase. "Holdings record incomplete" means more shares were sold than the filings show the person held that day, so a percentage would be wrong.

Common questions

Is the Rh CEO selling stock?

Yes. Gary Friedman sold 125K shares ($20.7M) in the past 12 months, none of it under a trading plan disclosed in the filings.

Why are Rh insiders selling?

Filings rarely give a reason, and we don't guess at one. What they show is how the sales were made: 13% of sales by value ran under 10b5-1 trading plans disclosed in the filings and 87% had no disclosed plan. A trading plan schedules sales in advance.

Are any Rh insiders buying?

Yes. 1 officer or director reported 3 purchases in the past 12 months (Form 4 code P; rows the filings describe as reinvested dividends, plan purchases, private deals or moves into the person's own trust are not counted).

The evidence

Who sold3 officers and directors: amount, % of holdings, trading plan

Who sold	Amount	% of holdings	Trading plan
Gary Friedman Chairman & CEO, Director	$20.7M 125K shares	Not confirmed share of stake is being verified. Why	No plan disclosed
Eri Chaya President, Co-Chief Creative and Merchandising Officer and Director, Director	$3.4M 25K shares	Not confirmed share of stake is being verified. Why	Disclosed plan
Mark Demilio Director	$2.4M 14K shares	Not confirmed share of stake is being verified. Why	No plan disclosed

The full ownership picture0 of 14 officers and directors confirmed

Vested shares across all share classes, held directly and through trusts, LLCs and family members, as reported on SEC Forms 3, 4 and 5. Unvested awards and options are never counted as owned shares.

Insider

Held Oct 16, 2025

Sold

Held Oct 16, 2026

Still held

Gary Friedman

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Gary Friedman are complete.

Chairman & CEO, Director

n/a

−125K

n/a

Vesting, gifts, unvested awards and holding lines for Gary Friedman

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Gary Friedman are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Mark Demilio

Director

n/a

−14K

n/a

Vesting, gifts, unvested awards and holding lines for Mark Demilio

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Mark Demilio are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Stock options (not counted as shares):

Options held	Strike price	Expires	Intrinsic value (estimate)
36,000	$267.09	Apr 10, 2034	$0

Estimate: options held × ($132.00 − strike price), using the most recent insider trade price on Form 4 (Sep 22, 2026), not a market close.

Eri Chaya

President, Co-Chief Creative and Merchandising Officer and Director, Director

n/a

−25K

n/a

Vesting, gifts, unvested awards and holding lines for Eri Chaya

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Eri Chaya are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Stock options (not counted as shares):

Options held	Strike price	Expires	Intrinsic value (estimate)
20,000	$267.09	Apr 10, 2034	$0
35,000	$164.62	Apr 12, 2035	$0
1,000	$113.46	Apr 4, 2036	$19K
40,000	$130.72	Apr 13, 2036	$51K

Estimate: options held × ($132.00 − strike price), using the most recent insider trade price on Form 4 (Sep 22, 2026), not a market close.

Carlos Alberini

Director

n/a

Vesting, gifts, unvested awards and holding lines for Carlos Alberini

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Carlos Alberini are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Leonard Schlesinger

Director

n/a

Vesting, gifts, unvested awards and holding lines for Leonard Schlesinger

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Leonard Schlesinger are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Kathleen Mitic

Director

n/a

Vesting, gifts, unvested awards and holding lines for Kathleen Mitic

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Kathleen Mitic are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Ali Rowghani

Director

n/a

Vesting, gifts, unvested awards and holding lines for Ali Rowghani

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Ali Rowghani are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Hilary Krane

Director

n/a

Vesting, gifts, unvested awards and holding lines for Hilary Krane

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Hilary Krane are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Keith Belling

Director

n/a

Vesting, gifts, unvested awards and holding lines for Keith Belling

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Keith Belling are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Jack Preston

Chief Financial Officer

n/a

Vesting, gifts, unvested awards and holding lines for Jack Preston

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Jack Preston are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Stock options (not counted as shares):

Options held	Strike price	Expires	Intrinsic value (estimate)
15,000	$267.09	Apr 10, 2034	$0
25,000	$164.62	Apr 12, 2035	$0
25,000	$130.72	Apr 13, 2036	$32K

Estimate: options held × ($132.00 − strike price), using the most recent insider trade price on Form 4 (Sep 22, 2026), not a market close.

Christina Hargarten

Chief Accounting Officer

n/a

Vesting, gifts, unvested awards and holding lines for Christina Hargarten

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Christina Hargarten are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Stock options (not counted as shares):

Options held	Strike price	Expires	Intrinsic value (estimate)
1,650	$154.82	Apr 28, 2030	$0
2,000	$267.09	Apr 10, 2034	$0
4,000	$164.62	Apr 12, 2035	$0
7,500	$130.72	Apr 13, 2036	$10K

Estimate: options held × ($132.00 − strike price), using the most recent insider trade price on Form 4 (Sep 22, 2026), not a market close.

Sandra Moore-Pilon

Chief Customer Experience & Values Officer

n/a

Vesting, gifts, unvested awards and holding lines for Sandra Moore-Pilon

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Sandra Moore-Pilon are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Stock options (not counted as shares):

Options held	Strike price	Expires	Intrinsic value (estimate)
8,000	$151.35	Jun 22, 2028	$0
8,000	$154.82	Apr 28, 2030	$0
5,000	$264.27	Jun 8, 2033	$0
5,000	$267.09	Apr 10, 2034	$0
10,000	$164.62	Apr 12, 2035	$0
20,000	$130.72	Apr 13, 2036	$26K
40,000	$166.08	Jul 22, 2036	$0

Estimate: options held × ($132.00 − strike price), using the most recent insider trade price on Form 4 (Sep 22, 2026), not a market close.

Lisa Chi

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Lisa Chi are complete.

President, Co-Chief Creative and Merchandising Officer

n/a

Vesting, gifts, unvested awards and holding lines for Lisa Chi

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Lisa Chi are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Stock options (not counted as shares):

Options held	Strike price	Expires	Intrinsic value (estimate)
50,000	$181.11	May 29, 2035	$0
30,000	$130.72	Apr 13, 2036	$38K

Estimate: options held × ($132.00 − strike price), using the most recent insider trade price on Form 4 (Sep 22, 2026), not a market close.

Ryan Hassanein

Chief Legal & Compliance Officer

n/a

Vesting, gifts, unvested awards and holding lines for Ryan Hassanein

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Ryan Hassanein are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Stock options (not counted as shares):

Options held	Strike price	Expires	Intrinsic value (estimate)
40,000	$174.55	Jul 13, 2036	$0

Estimate: options held × ($132.00 − strike price), using the most recent insider trade price on Form 4 (Sep 22, 2026), not a market close.

Holdings and share of stake for Rh are being verified, so no balances, unit counts or percentages are shown. Sales, proceeds, plan and tax status, titles and dates come straight from individual filings.

What explains the selling$26.5M of sales by plan status, purpose, seller and month

Officer and director open-market sales: $26.5M across 163,903 shares. Plan status and stated purpose are separate questions, and a sale can have both.

By plan status

Disclosed plan · $3.4M · 13%

87%

The lighter segment is sales with no plan disclosed in the filing ($23.1M), including tax-related sales outside a plan.

No plan disclosed · $23.1M

Sales with no 10b5-1 plan and no tax reference in the filing. $20.7M of it is Gary Friedman. No plan disclosed is a statement about the filing, not about why the sale happened. Largest such sale: Gary Friedman, Jul 6, 2026

Purchases · 1 buyer (3 trades)

1 officer or director bought shares in this period, in 3 trades(Form 4 code P, leaving out rows the filings describe as reinvested dividends, plan purchases, private deals or moves into the person's own trust). Across all their filings on record there are 21 purchase trades.

Seller	Shares sold	Proceeds	Under a disclosed plan	Share of total	Sales dates
Gary Friedman Chairman & CEO, Director	125K	$20.7M	0%	78%	Jul 6, 2026 to Jul 8, 2026
Eri Chaya President, Co-Chief Creative and Merchandising Officer and Director, Director	25K	$3.4M	100%	13%	Mar 17, 2026 to Mar 31, 2026
Mark Demilio Director	14K	$2.4M	0%	9%	Dec 30, 2025 to Sep 22, 2026

Sales by month

Month	Sale proceeds	Disclosed plan	To cover taxes	No plan disclosed
Oct 2025	$0	$0	$0	$0
Nov 2025	$0	$0	$0	$0
Dec 2025	$164K	$0	$0	$164K
Jan 2026	$936K	$0	$0	$936K
Feb 2026	$0	$0	$0	$0
Mar 2026	$3.4M	$3.4M	$0	$0
Apr 2026	$0	$0	$0	$0
May 2026	$0	$0	$0	$0
Jun 2026	$777K	$0	$0	$777K
Jul 2026	$21.1M	$0	$0	$21.1M
Aug 2026	$0	$0	$0	$0
Sep 2026	$132K	$0	$0	$132K
Oct 2026	$0	$0	$0	$0

Is this normal? Selling year by year5 earlier years to compare with

Less than usual: about a quarter of the 5-year average. 3 insiders sold; the average is 5 a year.

12 months ending	Shares sold	Insiders who sold	Proceeds
Oct 16, 2026 Latest 12 months	164K	3	$26.5M
Oct 16, 2025 1 year earlier	71K	5	$30.3M
Oct 16, 2024 2 years earlier	197K	6	$57.2M
Oct 17, 2023 3 years earlier	753K	8	$198M
Oct 17, 2022 4 years earlier	1.87M	7	$606M
Oct 17, 2021 5 years earlier	17K	1	$5.6M

Open-market sales (Form 4 code S) by people who were officers or directors, in split-adjusted shares. Earlier years include people who have since left. A sale that an outside holder also reports (a family trust, a fund) is counted with outside holders in every year. Shares, not dollars, are compared, so a change in the stock price doesn't look like a change in selling. Years the filings don't fully cover are shown but left out of the average.

Known gaps and uncertainty14 officers and directors not confirmed

Holdings and share of stake are being verified. Balances, unit counts and every share-of-stake figure for Rh are held back until that check is finished. Sales, proceeds, plan and tax status, titles and dates come straight from individual filings and are complete.

External context: we only cite outside events when a documented connection exists. None is shown for this period.

Sources and methodology452 filings on record, 27 filed in the 12-month period, and how we read them

All 452 Forms 3, 4 and 5 on record for Rh (SEC CIK 1528849), filed from Nov 1, 2012 to Oct 15, 2026; 27 of them were filed in the 12 months this page covers, retrieved from SEC EDGAR on Oct 16, 2026. Prices are the ones reported in each filing, often weighted averages.

Holdings. Each holding line (a share class plus an owner, such as a trust or LLC) carries its last reported balance forward. Entities first reported during the period start at zero, so transfers between an insider's own trusts don't count as selling. Lines not reported for three years or more are listed separately and left out of totals.

Sales. A sale counts as under a 10b5-1 plan if its footnote cites one or the filing's Rule 10b5-1 box is checked, and as tax-related if its footnote cites tax obligations or sell-to-cover. Shares withheld by the company for taxes are listed separately. Sales with neither attribute are labeled "no plan disclosed".

Full methodology

Former or inactive filers (15)No filing in 18 months; last reported balances, not in any total

Name	Last filed	Last reported balance
Edward Lee	Apr 14, 2025	No balance on record
Stefan Duban	Apr 14, 2025	78 shares, last reported balance as of Sep 19, 2024
DeMonty Price	Jun 21, 2021	63,911 shares, last reported balance as of Jun 16, 2021
Glenda Citragno	Jun 21, 2021	1,286 shares, last reported balance as of Jun 16, 2021
David Stanchak	Jul 14, 2020	22,726 shares, last reported balance as of Jul 13, 2020
Ryno Blignaut	Aug 14, 2018	No balance on record
Karen Boone	Jun 19, 2018	13,715 shares, last reported balance as of Jun 16, 2018
Sandra Stangl	Apr 20, 2018	No balance on record
Kenneth Dunaj	Nov 4, 2015	No balance on record
Thomas Mottola	Jun 26, 2015	30,467 shares, last reported balance as of Jun 24, 2015
Barry Sternlicht	Aug 21, 2014	216,663 shares, last reported balance as of Aug 19, 2014
James Chu	Oct 2, 2013	No balance on record
CP Home Holdings, LLC	Oct 2, 2013	3,978,731 shares, last reported balance as of Aug 14, 2013
James Chu	Oct 2, 2013	15,759,810 shares, last reported balance as of Aug 14, 2013
William Forrest	Aug 15, 2013	3,888,788 shares, last reported balance as of Aug 14, 2013

Spotted something wrong on this page? Report an error. We check every report against the SEC filing and list what we fix in the corrections log.

Rh insiders sold $26.5M in the past 12 months. How much of their stake is that?

What stands out

Who sold, and how much of their stake

Selling by month

Recent activity

Common questions

Is the Rh CEO selling stock?

Why are Rh insiders selling?

Are any Rh insiders buying?

The evidence

No plan disclosed · $23.1M

Purchases · 1 buyer (3 trades)

Sales by month