Now, eight years later, high-end retailers call the line a success.
The Row opened its first store Tuesday in Los Angeles. The label was recently nominated for Accessories Designer of the Year from the Council of Fashion Designers of America. The Row is up against Alexander Wang and Proenza Schouler for the award, which will be given out in a ceremony early next month.
Older women are The Row's target consumers, an unusual choice for 20-something designers. The Row's customer, Ashley Olsen said, is "probably 40s, 50s, it really could be any age. She's—the women that I know are—sophisticated, very educated within the world of fashion" and appreciates finer fabrics and craftsmanship. That age group is also more likely to be able to afford The Row than a woman in her 20s.