The Row opens its first flagship store in L.A.
Situated on Melrose Place
Located in a 3,800-square-foot store – at 8440 Melrose Place specifically – The Row's new store looks like a chic and modern California home, right down to the swimming pool in its courtyard.
Both Mary-Kate and Ashley refer to the store as "a hidden gem" as nothing of the actual store is visible from the street. Customers first pass through white double doors in the grey building, and then through a narrow brick courtyard flanked by other offices, before reaching the store's glass door, beyond which the pool is visible. It's very discreet and compltely in keeping with the label's aesthetic.
"It's really tempting," says Mary-Kate, "we've always wanted our own store; it's always been part of the plan," she continues. "It was a toss-up between New York and L.A., and when this space became available, we jumped on it. It used to be a hair salon and my sister and I used to come here, so we were very aware of the space."
The former store actually belonged to Sally Hershberger and John Frieda, "we had been coming here since we were, like, 10 years old," adds Ashley, "we are from here and The Row started here, so it was all very appropriate."
The pair refer to the spaces on either side of the pool courtyard as the 'west' and 'east' galleries, the west is set up to resemble a dining area and the east a living room, while a third, smaller space in the front of the building is referred to as 'the library'. "Ultimately, for us, it was about setting it up like a home and just having the apparel be a part of the space," explains Ashley.