the Insiders


August 1, 2011 12:01 AM


Olsens Re-Launch Therow.com

Mary-Kate and Ashley Olsen's The Row is getting a cyber makeover with a redesigned web site launching today....

Mary-Kate and Ashley Olsen's The Row is getting a cyber makeover with a redesigned web site launching today.

therow.com.jpgTherow.com's new look will include improved shopping features and a comprehensive behind the scenes look at the brand -- including original editorial content.

Therow.com launches with an exclusive behind-the-scenes look at the brand's recent TOMS shoe drop in Honduras, and the team plans to continue offering these types of exclusive video content to visitors.

"We have extremely loyal customers and are excited to provide them an inside look at THE ROW and exclusive product offerings through out the year," said Ashley Olsen.

Therow.com also houses an image archive of the brand's collections, real-time updated press as well as sketches and inspiration shots for each collection.

Picture 18[1].jpgOffering brand followers an enhanced shopping experience is also key to The Row's new web site. Improved search functions will allow shoppers to browse by category, size, color or material, and a customizable personal shopping tool gives them the ability to record favorite items and size preferences in order to received personalized recommendations.

"We've re-imagined our ecommerce," said Mary-Kate Olsen. "Therow.com will now combine the conveniences of online shopping with the personal attention of a live retail store. We hope to provide our customer an intimate and seamless shopping experience."

The twins' new handbag line is also playing a role on the new site -- they will available for pre-order at the time of launch, with all handbag pre-orders receiving a complimentary pair of The Row sunglasses.

For more visit therow.com.

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