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The Row opens store-in-store at Forty Five Ten

By Kristopher Fraser

Nov 1, 2019

Mary Kate and Ashley Olson's luxury label, The Row, will be opening a store-in-store at Dallas-based retailer Forty Five Ten. “Over the past year, it became clear — because of demand and our belief in the collection — that it was time to devote a space to creating the full world of The Row,” said Kristen Cole, Forty Five Ten’s president and chief creative officer, in a statement. “I love The Row’s minimalist approach to luxury. It has such an identifiable aesthetic (its L.A. store is one of my all-time favorites) and I knew their team would design a beautiful space.”

Located on the second level, the new 340-square-foot store-in-store’s design was created exclusively for Forty Five Ten and will carry the women’s ready-to-wear, men’s and accessories collections. The design was inspired by The Row’s clean, minimalist, and modern aesthetic. A muted color palette plays off a rich mix of textures, thanks in large part to the room’s showpiece: a vintage Fritz Hansen teddy fur sofa from the 1940s. Custom drapes made in Italy by Loro Piana cover the room’s floor-to-ceiling window with Juliette balcony. The space includes mid-century furniture designed by Frank Lloyd Wright sourced from local galleries. The space is also anchored with a low, hexagonal mahogany table Wright designed for Heritage-Henredon and a circular blue mohair ottoman, both from the 1950s.

“We have a lot of different moments throughout our stores, because I always want to create immersive, dynamic, and experiential environments,” Cole said in a statement. “The addition of The Row store-in-store at our Dallas flagship will only further add to our clients’ sense of discovery.”

photos: courtesy of Mode PR