After eight — eight?! — years in business, The Row is finally opening its first store. Unfortunately for New Yorkers, the modern, 3,800-square-foot flagship is on Melrose Place in Los Angeles; as the Olsens tell WWD, the space was home to the hair salon that they frequented when they were ten years old.
In keeping with The Row's design aesthetic and avoidance of labels, the store is clean, homey in a minimal kind of way and barely visible from the street (there's also a swimming pool, because LA). And as with everything they do, the Olsen twins say they are opening the flagship quietly. No opening bash; maybe a private dinner in a month.
Because The Row has only sold through wholesale channels thus far, the brand's flagship will operate as something of a showroom for the full collection and will also house upcoming capsule collections, the first of which will arrive in two weeks.
As Mary Kate Olsen told WWD, the plan is to grow The Row into a lifestyle company. Shoes are coming in the next year and menswear will "hopefully" follow. E-commerce is also happening "sooner [rather] than later."
We've reached out to a rep for The Row for more details on the store and will update when we hear back.