The Row is putting down permanent roots in the French capital. Founded in 2006 by sisters Mary-Kate and Ashley Olsen, former child stars of American TV, the luxury brand for men and women is planning to open its first flagship shop in Paris, a stone’s throw from the chic rue Saint-Honoré. The store will be located at the junction of rue d’Alger (no. 5) and rue du Mont Thabor (no. 1), in the 1st arrondissement, according to the articles of association of The Row France.

The New York label already has a foothold in the capital, not with a store but with its French headquarters, located in a private mansion on rue des Capucines (1st arrondissement), where it presented its latest men’s collection with a fashion show last June. The Row has also launched pop-up stores in Paris, but had not yet decided on a permanent address.

For now, the brand has only four boutiques in the world. Three are in the United States, in New York, Amagansett (in the Hamptons) and Los Angeles. The last location is in Europe, in London. There is also an online store and dozens of hand-picked retailers.

The two designers, who remain very discreet, cultivate a minimalist style with delicate details for their brand, in keeping with the current trend towards quiet luxury. According to an article in the Financial Times published at the end of 2023, their fashion business will generate annual sales of between 250 and 300 million dollars, with growth of between 20% and 30% each year.