Parisian Dream: The Row Opens a Boutique in Paris

Fashion fans, rejoice! The Row officially opened the doors of its first Parisian flagship at 1, Rue du Mont Thabor in Paris, marking its grand entrance into the City of Lights’ retail landscape, after being available online and physically in two local department stores Le Bon Marché and Le Printemps.

Why now?

The timing of the launch was impeccable, coinciding with the second day of Paris Fashion Week, so both international industry insiders and clients could visit the store (on the first days, though, you had to be patient: there was quite a line as if it was a Supreme store). Nestled in the prestigious 1st arrondissement in between two busy shopping streets - Rue Saint Honoré and Rue Rivoli, the new boutique is located just a stone throw’s away from Place Vendôme in the heart of Paris’ luxury and jewellery shopping district, a historic area synonymous with high-end fashion and culture. But since The Row is all about quiet luxury, its new Parisian address is hidden from the eyes of tourists - you need to be local (or follow your Google maps) to find it.

Founded in 2006 by cinema stars Mary-Kate and Ashley Olsen, The Row has grown into a prestigious brand known for its timeless stylish designs, perfect tailoring, and minimalist aesthetic. Over the years, the brand has established a loyal following, attracting customers who appreciate quality fabrics and understated elegance. The Row already has flagship stores in London, Los Angeles and two addresses in New York, so it was only a question of time to find the perfect home in Paris. So when the sisters saw the location, they just knew it felt right.

Minimalist Design Meets Classic Parisian Elegance

The new boutique effortlessly embodies The Row’s minimalist philosophy, while at the same time embracing the elegance of its surroundings. The store design features clean lines, neutral tones, and a spacious, open layout that reflects the brand’s focus on simplicity and understated luxury.  Despite the simplicity, it's clear that the design approach to the boutique is very deliberate and intentional, making each element appear harmonious.

Originally, the location was a restaurant with multiple small dining rooms and a kitchen in the centre, so renovating the space took a few months, as all the walls were taken down to enlarge the space, allowing for an open-plan layout, and a more comfortable shopping experience that matches the energy of the decoration and products for sale. The unique location and layout of the space seemed to add to its appeal for the sisters, evidently, the longer renovation process ended up paying off.

“We didn’t realise it was going to be so open. Everything was so closed off before! We wanted to keep the integrity of the floors, the columns, and the walls, keep all those elements and make it cohesive,” Ashley said in an interview with Mark Holgate from American Vogue.

The restaurant also had large windows, which were kept after renovations, allowing natural light to fill the space and compensating for the soft, warm-toned lighting inside the boutique. Adorning the windows are ribbon-trimmed blinds that allow more control over the lighting, which were designed by Lilou Marquand, who worked with Coco Chanel in the 60s and is loved by the twins. Other design highlights include sliding doors designed by Jean Prouvé in the dressing rooms, two wooden Sleigh Chairs created in 1940 by Victor Courtray, a black coffee table by Georges Jouve dating back to 1955, and cosy rugs designed by Ivan da Silva Ruhus in the 1930s.  

Another charming detail about this location is how surprisingly calm the street is, which makes it perfect for the outdoor seating area, reminiscent of the classic Parisian café, where visitors can take a break to get some air while observing the boutique from the outside. Welcome to your new home, the Row!

Courtesy: The Row

Text: Leilani Streshinsky