IS THE ROW GOING TO BE THE NEXT HERMÈS?

Rumours have been swirling that The Row is planning to discontinue it’s beloved Margaux bag, a staple for the celebrity world and those with a taste for understated luxury alike. Given that Mary-Kate and Ashley Olsen operate their brand with an air of exclusivity and mystery, it doesn’t seem entirely out of character.

Here’s what you need to know. 

Don’t Panic – Just Yet

Rest assured that The Row’s Margaux bag isn’t vanishing completely. Instead, it’s going to become even harder to get your hands on. Moving forward, the handbag will be available only through the brand's boutiques and online store to those with a purchase history or an established relationship with a sales associate. 

Sound familiar? It should. This ultra-restricted retail model has been synonymous with Hermès for years. But does this mean The Row is positioning itself to be the next Hermès?

The Art of Exclusivity

Luxury brands have long relied on exclusivity to enhance desirability, and few do it better than Hermès. The legendary “Hermès Game”—where customers must develop a purchasing history before being offered a coveted Birkin or Kelly bag—has turned its handbags into symbols of status and patience. Now, The Row seems to be embracing a similar model. 

By restricting the availability of the Margaux bag, the brand is signaling that its products are not just high-end purchases but investments in a lifestyle.

What Does This Mean for Resale? 

With the Margaux bag becoming increasingly difficult to purchase at retail, the resale market is likely to see a surge in demand. Those who invested in a Margaux early may soon find their purchase appreciating significantly in value…

Will You Play The Row Game?

So, will you play? Or will the game make Margaux feel just out of reach? Either way, The Row’s move cements its place among the most aspirational luxury brands in the world.