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The Row to open debut European store in London's Mayfair

Lauretta Roberts
08 April 2019

Mary-Kate and Ashley Olsen have selected London's Mayfair as the destination for the debut European store for their luxury label, The Row (the brand was name "in reverence" to London's celebrated tailoring district Savile Row).

The store, due to open this summer, will be located on Carlos Place, just off Mount Street, where it will be situated among big-name fashion luxury fashion locations such as Roland Mouret and Jenny Packham flagships and the Matchesfashion.com town house.

According to the Evening Standard, the store lease was agreed after property agent Colliers International sold the lease to the Olsen Twins on behalf of art gallery Timothy Taylor, which is relocating.

Paul Souber, head of London retail at Colliers International told the newspaper that the deal was further evidence that luxury brands were not deterred from setting up in London despite the uncertainty around Brexit. The capital remained an attractive location as a gateway to international and European shoppers, he said.

The Olsen Twins, who began their career on TV in the US, established their fashion label 13 years ago and its low-key, luxe aesthetic became highly regarded in fashion circles. It counts stockists such as Net-A-Porter.com, Harrods and Matchesfashion.com and also has standalone stores in New York and Los Angeles.

Prices for the range start at around £300 for a t-shirt moving up to around £4,000 for an over-sized suede jacket. The pair also have a more affordable second line, Elizabeth & James, named after their siblings.


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