The American luxury brand "The Row" confirmed on the 12th that it will open its third store in South Korea at the Galleria Department Store in Apgujeong, Seoul. This follows the openings at Shinsegae Department Store Gangnam and its main branch, marking the launch of three stores within a year. The rapid expansion of luxury brands in the South Korean market is being considered unusual.
According to related industries, The Row will officially open a store on the 2nd floor of the Galleria Department Store's East luxury hall in June. This location was previously occupied by Gucci. The Row is a brand founded in 2006 by Hollywood stars Mary-Kate Olsen and Ashley Olsen. It is characterized by expressing its brand identity with high-quality materials, restrained silhouettes, and sophisticated tailoring without showcasing logos or decorations.
The so-called "old money look" (a style that makes one appear wealthy as if inheriting money) and "stealth luxury" (quiet luxury) have gained popularity as mainstream fashion trends in the market.
In South Korea, BLACKPINK's Jennie and Lee Boo-jin, CEO of Hotel Shilla, have contributed to the word-of-mouth popularity of The Row's handbags. The prices are also extremely high. Cashmere sweaters cost $1,500 (about 2.1 million won), while leather handbags range from $2,500 to $6,500 (about 3.5 million to 9 million won).
Although The Row does not disclose its sales figures, its current corporate value is estimated to be around $1 billion (about 1.5 trillion won). Financial Times (FT) assessed, "The Row has established itself as a luxury brand, attracting a loyal fan base worldwide with its luxurious materials and restrained design as a leader in minimalism."
The entry of The Row is noteworthy not only as an expansion of a single brand's distribution in South Korea but also as a choice aligned with the renewal strategy of the Galleria Department Store's luxury hall. Galleria has intensified its renovation efforts for the Apgujeong luxury hall this year. It is moving the beauty section from the 1st floor of Galleria West to the 2nd floor and expanding existing luxury brand stores on the 1st floor. The East is also bringing in new brands along with the expansion of existing brand stores, with The Row being introduced in this context.
The Row strictly adheres to a flagship strategy and operates only a very limited number of stores globally. Excluding department store locations, there are only two flagship stores in New York City, and just five in total, including locations in Los Angeles, London, and Paris.
In terms of department store locations, there are only two in Tokyo, Japan. The Row entered South Korea in 2013 and took residence in Shinsegae Department Store and Galleria but later withdrew. It regained attention by re-entering Shinsegae Department Store Gangnam in 2024 and has shown an exceptional expansion speed by opening three stores within just a year, which is unusual for high-end luxury brands. An industry official noted, "This reflects the qualitative growth of the South Korean consumer market," stating that "the purchasing power for high-end brands in the domestic market has increased significantly."