Shinsegae International to reintroduce The Row to Korean market
K-pop girl group BLACKPINK member Jennie, left, is spotted holding The Row’s Terrasse shoulder bag in July 2023 and another member Rose carries the same brand's Margaux belt 15 bag in October 2023. Captured from The Row's Instagram
Shinsegae International, an affiliate of Korea’s retail giant Shinsegae Group, is set to reintroduce The Row, an American luxury fashion brand, to the Korean market with a new store opening at Shinsegae Department Store's Gangnam branch in southern Seoul on March 20.
Founded in 2006 by twins Ashley Olsen and Mary-Kate Olsen, The Row is at the forefront of the stealth wealth movement, in which the true rich wear rather discreet brands that subtly signal wealth, favoring minimalist designs over flashy logos and recognizable designer accessories.
The Korean retailer is in talks with The Row to secure exclusive sales and distribution rights for the brand in Korea. Although Shinsegae International previously imported The Row a decade ago, it closed the store when the contract ended. However, due to the brand's growing popularity, a new Seoul store is on the way.
The Row's Bindle shoulder bag was carried by Lee Boo-jin, CEO of Hotel Shilla, at her son's middle-school graduation ceremony in February 2023. Courtesy of The Row
The Row has garnered a following among celebrities and fashion enthusiasts. Last year, K-pop girl group BLACKPINK member Jennie was spotted holding the brand’s Terrasse shoulder bag, while another member Rose carried a Margaux belt 15 bag.
Actress Jung Yu-mi is also known to be fond of the brand. When she appeared at “Lee Seo-jin's New York New York 2” (2023), a YouTube video series by star producer Na Young-seok, Jung was seen carrying the brand's Bourse clutch bag, matching with her casual look throughout the episodes.
Lee Boo-jin, CEO of Hotel Shilla and daughter of late Samsung Chairman Lee Kun-hee, completed her look with the brand’s Bindle shoulder bag when she went out for her son’s middle school graduation ceremony in February 2023. Back in 2020, Lee was seen at her son's elementary school graduation elegantly draped in The Row's white cape coat.
“Although the brand has rather a short history, it is already recognized as a new luxury brand riding on this 'quiet luxury' trend. The Row has gained popularity in Korea as many A-list actresses and K-pop singers are spotted wearing the brand,” said an industry insider.
Hollywood stars including Gwyneth Paltrow and Kendall Jenner are also known as big fans of the brand. Paltrow’s logo-free, olive green-colored coat rounded out her court look and made headlines as she arrived for a court appearance over a ski-slope collision last year. Jenner was also often spotted wearing a casual jeans outfit with The Row’s Margaux bag.
In addition to The Row, Shinsegae International has also brought in other notable brands, including the sustainable American label Reformation and the French luxury fashion house Courreges last year, in its quest to broaden its luxury brand portfolio.