It’s been about ten years since the Olsen twins started their The Row label, and finally, the CFDA Award-winning brand is getting its own standalone store, which will open in Los Angeles tomorrow. The 3,800 square-foot digs are located at 8440 Melrose Place, but you barely see a sliver of the store from the street. You’ll have to get past a set of double doors, a courtyard and a couple offices before you reach the store’s glass main doorway.
The twins say they were trying to decide whether to set up shop in New York or Los Angeles, but NYC seemed to be a bit too intense for a first store. The flagship will carry The Row’s full offerings, and is set up to look more like somebody’s home than a shop. It also has a pool in the back and a bag of towels at the ready for any customers looking to cool off from a day of strenuous shopping.
The shop is divided into an east and west gallery. In the east, you’ll find sweaters, t-shirts and a few items special to the flagship store. To the west, Manolo Blahnik pumps, evening bags and dresses await.
As for the store’s grand opening, the twins say they want to keep things low-key. “It was important to us to open up our doors quietly. We’re not going to have a party or anything; we want to make sure it’s set up properly, merchandised properly, that things are working. Maybe in a month or so we’ll do a dinner. For now, we just want to be open and get feedback from people close to us,” Ashley told WWD. “This is our baby. 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 the space also reflects that.”
Any Angelenos going to check out the new store tomorrow?
