Finally—The Row Is Opening Its First Store!

Digital Fashion News Writer

Donato Sardella/WWD

When it comes to retail, Mary-Kate and Ashley Olsen are firm believers that slow and steady wins the race; nearly 10 years after founding The Row, the duo will open its first brick-and-mortar flagship store on Tuesday in Los Angeles.

True to the Olsens' minimalist nature, the space, pictured below, isn't actually visible from the street—the onetime Sally Hershberger and John Freida salon requires guests to pass through a full courtyard before reaching the 3,800-square-foot store, swimming pool included. But in all its sun-drenched, stark glory, it's well worth the trek.

"We had been coming here since we were, like, 10 years old," said Ashley to Women's Wear Daily of the former hair salon. "We are from here and The Row started here, so it was all very appropriate…Ultimately, for us, it was about setting it up like a home and just having the apparel be a part of the space."

For the business-savvy twins, launching The Row's flagship is the first obvious step of steering the brand into lifestyle territory—once again, quite gradually. "What's more important to talk about is that every step is really imperative to the brand and we don't like to do everything at once," said Mary-Kate. "We'll get into e-commerce sooner than later, but we want to make we do this right. We will get into shoes in the next year. And hopefully men's. To us it's really about a lifestyle, and I think this store is a great starting-off point to express where we are going."

"This is our baby," Ashley continued. "This is something that we have nurtured and will continue to nurture. That is the way we feel about all our brands, but this one has always been a labor of love, and this space also reflects that."

Donato Sardella/WWD

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