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August 27 2014

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Mary-Kate And Ashley Olsen On The Row’s New Online Shop

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At the beginning of the year, Mary-Kate and Ashley Olsen launched TheRow.com for their fledgling, much-loved line. Today, they’re taking it one step further, with an e-commerce boutique selling the label’s apparel and eyewear.

“We don’t do much online shopping,” Ashley admitted to Style.com. “But we spent a lot of time researching other online shops when developing our site. We wanted to focus on making The Row’s online shop easy to use and bring a level of tangibility we felt was missing from most of the market.” The site, created by Sweden Unlimited, features detailed views of each item as well as cinematic tableaux for each product category—jackets and coats draped over vintage armoires, sunglasses crowding in drawers. The sisters emphasize usability and functionality along with the downtown-cool aesthetic—Mary-Kate cites Net-a-Porter, her favorite online shop, as an inspiration for its ease of navigation, customer service, and detail.

“We wanted our customers to have access to 360-degree views of every piece from the collection and be able to see extreme close-ups of each garment,” Ashley added. “Sometimes there’s a disconnect between what an item looks and feels like in person and how it’s presented online; we’ve worked to eliminate that.”

In time, the shop will grow to encompass more categories, including menswear. Will that one day include the first Row bag, so tantalizingly mentioned at our Resort appointment? “We’ve been carefully developing [it] to be sure it comes out exactly to our specifications and is just what we envisioned,” Mary-Kate said. “To do it right takes time, but we’re patient and we’re excited for the outcome.”

In the meantime, leathers, furs, jackets, tops, and more will be available today when the site goes live at 12 p.m. PST. And until August 20, entering SHOPTHEROW at checkout will get you 15 percent off all of it.

Photo: Courtesy of The Row

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