The Row opens the doors of its chic and sober first Paris address

American fashion label The Row has chosen the theatre of Paris Fashion Week, where it has been showing for the past two years, to inaugurate its first boutique in the French capital. As announced by FashionNetwork.com this summer, the brand founded by sisters Mary-Kate and Ashley Olsen has set its sights on the Saint-Honoré district, at 1 rue du Mont-Thabor in the 1st arrondissement of Paris. It’s a showcase punctuated by retro objects, with a rather pared-down layout that reflects the “quiet luxury” spirit of the clothing range.

The New York menswear and womenswear brand has taken over a 200-square-metre retail space that was previously a restaurant. The atmosphere is more akin to the interior of a home than a clothing boutique, with carpets, armchairs, blinds and lamps placed in the various rooms, all in very neutral tones, including beige, cream, bamboo and more. The ashlar is visible, as is a wall of stained glass windows. Photos of the store were published on its e-shop and on Instagram to announce its opening on September 24.

Writing in Vogue, the two designers, both former television child stars, say that “spending time in our boutique should be a unique and special experience. For us, it’s as important as our clothes.”

Objects and works of art dating mainly from the first half of the 20th century have been collected and displayed in the store, including a Jean Prouvé door, Victor Courtray chairs, Charlotte Perriand coat hooks, an Eileen Grey rug and a Koloman Moser chair, reports the magazine. There is also a small café area.

This Parisian pied à terre, where the brand already has offices, is its fifth shop in the world. Three are in the United States, in New York, Amagansett (in the Hamptons) and Los Angeles. The last location to open was in Europe, in London. There is also an online store and dozens of hand-picked retailers, including Le Bon Marché.

Founded in 2006, the up-and-coming luxury label has recently welcomed new investors: the family that owns Chanel, via its Mousse Partners vehicle, and the L’Oréal heir family, via Théthys Invest, have recently taken a minority stake, according to Bloomberg. This would value The Row, whose turnover is being kept secret, at just over a billion dollars.