Olsen twins introduce The Row's first flagship store

Former actresses, turned designers Mary-Kate and Ashley Olsen have opened the first flagship store for their fashion label The Row, nearly ten years after they founded the brand. The 3,800 square foot store is located at 8440 Melrose Place in Los Angeles, and is said to look more like a

contemporary suburban house, complete with swimming pool, rather than a traditional clothing store. The flagship store offers The Row's complete collection and will also showcase upcoming capsule collections.

The logic behind the store's location is fairly simple according to the design duo; they are both from Los Angeles and their label was founded in the city as well. Prior to becoming The Row's first store, the building used to be a hair salon that the sisters both frequented and when the location became available the two decided to take over the space.

The Row opens debut store in LA

“We've always wanted our own store; it’s always been part of the plan,” said Mary-Kate to WWD. “It was a toss-up between New York and L.A.” The Row's debut store, which officially opened on Tuesday, is referred as a “hidden gem”, due to its location and the fact that very little of the store can be seen from the street.

To ensure that the store reflected the label's heritage and the city itself, the twins enlisted the help of local antique and furniture stores to furnish the three separate areas of the store. The twins also brought in items from their own collections to help create a distinctive vibe in the store to match their collections. All the items in the store are reportedly for sale. “Ultimately, for us, it was about setting it up like a home and just having the apparel be a part of the space,” noted Ashley.

Unlike the debut opening of a number of store, the design-duo decided to have a 'soft' launch for their flagship store, in order to receive the best feedback possible from those around them. “It was important to us to open up our doors quietly...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,” added Ashley.

Kim Winser, industry retail veteran, previously commented in her recent Forbes column the danger of falling into the trap that many fashion companies slip into, by trying to grow too quickly. She notes in order to create a successful business, there needs to be a healthy cash flow, which is created by offering a product people want, not just an image. She notes that is better for companies to invest in production, develop good relationships with store buyers and create a strong customer base with small shows and events.

"It’s important to allow [The Row] time to exist and grow the way it grows naturally"

With plans in the pipeline to move into e-commerce, and later footwear along with men's wear, the store's opening highlights how far The Row has come since it was first founded in 2006. “We've always been one T-shirt at a time, one hire at a time,” added Ashley. “We still run our business that way. We take on what the company can handle when it can handle it. I think it’s important to allow [The Row] time to exist and grow the way it grows naturally.”

By slowing developing and growing their business, first via wholesale and now with their own store, the two appear to be on the right track for a long and successful career. With a brand presence in 37 countries through a number of stores in premium locations, such as Browns, Harvey Nichols and Liberty, the luxury label continues to growth and gain a larger customer base.

If all goes well with the flagship shop a future retail location for the twins contemporary label, Elizabeth and James, could also be in store. However, Mary-Kate adds that they plan on waiting to see what the reaction first before opening any additional stores.

“This [store] is our baby. This is something that we have nurtured and will continue to nurture,” concluded Ashley. “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.”

Photo: The Row sign, Mary-Kate and Ashley Olsen.