The Row's Slow Growth, Discerning DNA on View in Vogue Korea November 2024

Mary-Kate and Ashley Olsen, the twin sisters once known for their child acting roles, have emerged as savvy and successful, powerhouse fashion entrepreneurs with The Row [IG].

The November 2024 issue of Vogue Korea [IG] shares top model Chloe Oh wearing The Row exclusively. Photographer Peter Ash Lee [IG] is behind the lens, with styling by Eunji Shin./ Hair by Tsuki; makeup by Grace Ahn

Expansion Funding for The Row

The Row, founded in 2006, is generating significant news this fall. The quiet luxury brand secured a significant financial endorsement from two of the world’s most influential families in the fashion and beauty sectors. The Wertheimer family, owners of Chanel, and L’Oréal heiress Françoise Bettencourt Meyers, have acquired minority stakes in the company, pushing The Row’s valuation to $1 billion.

“This is more than just a financial transaction,” Deirdre Hipwell, team leader at Bloomberg News, weighed in about The Row investment. “It’s an endorsement from two of the most influential families in fashion. Their decision to invest in The Row speaks volumes about the brand’s position in the market and its potential for further growth.”

Natalie Massenet, co-founder of Imaginary Ventures and former CEO of Net-a-Porter, has also backed The Row, further cementing the brand’s reputation among top-tier investors.

AOC notes that the Olsen owners have achieved their investment goal without losing control of their brand.

One of the most iconic products that exemplifies this approach is the Margaux bag, which has achieved cult status among fashion connoisseurs. Priced at nearly $7,000, the Margaux is often compared to the Hermès Birkin for its exclusivity and appeal. Premium materials and limited availability have made the Margaux a highly sought-after item for discerning customers.

Slow, Sustainable Growth

The Olsen twins continue to emphasize their commitment to slow, sustainable growth. “We’ve always believed in doing things at our own pace,” they told ‘The Financial Times’. “Sustainability and maintaining creative control are paramount for us. This investment allows us to continue on that path without sacrificing our values.”

In contrast to other luxury brands that leverage social media for bold marketing campaigns, The Row has taken a more restrained approach to digital platforms, evidenced on their low-key Instagram. Known for its strict no-phones policy at fashion shows and its absence from most major social media channels, The Row has cultivated a sense of mystery that appeals to its target audience. This deliberate scarcity aligns with the principles of ‘quiet luxury’ marketing.

New Shop in Paris

The Row continued to generate September headlines in fashion world with the opening of its new store in Paris, tucked away on 1 rue du Mont Thabor, at the corner of rue d’Alger and in the shadow of The Louvre. The same design aesthetic permeates the new interior space, once a restaurant, that defines the clothes and accessories carrying The Row’s label.