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The Olsen Twins Finally Get Into Retail! The Row Store Opens On Melrose!

| Filed under: Fashion SmashionOlsen TwinsRetail TherapyThe Row

the row store on melrose

The Olsens are opening their first retail store! It's a brand new world!

Mary-Kate and Ashley Olsen are taking their clothing line The Row into its very own brick-and-mortar building on Melrose (8440 Melrose Place, to be exact).

The store's already open, in case you wanted to take a look, but you might have some trouble finding it as the sign outside is very discreet, and you'll still have to walk through white double doors and a narrow courtyard before you actually see the store itself.

Don't let that stop you, though!

This has also been a long-time coming for the sisters. Mary-Kate said:

“We’ve always wanted our own store; it’s always been part of the plan. 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 twins won't be having a star-studded affair to herald the opening of the store, however. That's just not how they roll.

Ashley explained:

“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. We’ve always been one T-shirt at a time, one hire at a time. We still run our business that way. We take on what the company can handle when it can handle it. This is not a fast-fashion brand, and I think it’s important to allow [it] time to exist and grow the way it grows naturally.”

Well, the strategy is obviously working!

Mary-Kate also added that expansion into other realms will come in due time, saying:

"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. We’ll get into e-commerce sooner than later, but we want to make sure we do this right first. 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."

Until then, visit The Row store if you're in the area, but resist the urge to jump into that pool!

[Image via Donato Sardella]

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