The Row unveils first webstore in deal with YNAP

By

Sandra Halliday

Published
Jun 5, 2019

Mary Kate and Ashley Olsen’s The Row brand has launched a webstore for the first time in a deal with the Online Flagship Stores division of Yoox-Net-A-Porter Group (YNAP).

It offers the women’s and menswear collection, as well as a curated gallery of furniture, décor, and jewellery, the full offer being available for consumers to buy directly online for the first time. And it’s available in 69 countries, including key markets such as the US, France and UK, with the company promising a “seamless experience”.

The site has “a streamlined navigation and bold, timeless design, creating a digital reflection of the brand.” It’s available in six different languages with payment accepted in six currencies via a number of payment options.

“Our partnership with Yoox-Net-A-Porter will allow us to have a direct dialogue with our customers on a global scale,” said brand President David Schulte. “We have always had a consistent vision to only present our products in the most elevated environments possible and [YNAP’s] technological and logistical expertise will help us achieve this with our site.”

The new site launches with the label’s Pre-Fall 2019 women’s collection and the menswear collection will follow in July.

YNAP’s Online Flagship Stores unit launched in 2006 and handles the online retail ops for a number of key labels. While some of the labels move on to build their own web ops once their online businesses have reached a certain scale, the unit has a strong retention record.

Current e-stores powered by YNAP include Valentino, Armani, Chloé, Balenciaga, DSquared, Isabel Marant and Moncler.