Long Lines Form for The Row’s Sample Sale in NYC, Some Hire Sitters

UPDATE: A massive line has formed for The Row’s highly anticipated sample sale in New York City, with some eager shoppers camping out overnight. As of early Thursday morning, reports confirm that many have even hired line-sitters to secure coveted spots, highlighting the brand’s enduring appeal in the luxury fashion market.

Individuals like Gigi Principe have been waiting for hours, with Principe claiming the top spot at around 8:40 AM, having arrived at 7 PM the previous evening. “This is definitely the Super Bowl of sample sales,” said Robert Samuel, founder of the line-sitting service Same Ole Line Dudes, who had 61 bookings on opening day. Shoppers are paying sitters $25 an hour, with additional fees for early arrivals and adverse weather, leading to costs that can exceed $365 for a single night of waiting.

The Row’s sample sale opened to the public at 10 AM on Wednesday, October 22, 2025, with discounts of up to 75% on luxury items including $6,000 bags and $2,700 scarves. Despite the markdowns, many shoppers, like Principe, admit that the brand’s prices are still too high for personal purchases, as they wait on behalf of clients or for resale.

As I arrived at the scene, the energy was palpable. Some attendees enjoyed coffee and bagels, while others read or worked on laptops, showcasing the lengths people are willing to go for this coveted sale. The Row’s minimalist aesthetic has garnered a cult following, with items often featuring no visible branding, leading to a desire for what has been termed “quiet luxury.”

“They have a cult following. People really want quiet luxury,” stated one personal shopper, who revealed she recently spent $1,619 on three pairs of shoes and a coat for a client from Australia, translating a retail value of nearly $6,500.

Despite a slowdown in the luxury sector this year, the demand for The Row’s understated elegance remains strong. McKinsey’s latest report highlights a shift towards luxury experiences over products, yet the excitement surrounding this sample sale illustrates that the desire for high-quality fashion is still very much alive among affluent consumers.

Some shoppers had set budgets of up to $5,000 and were eager to film their experiences for social media, capturing the allure of this exclusive event. One woman, who preferred to remain anonymous, admitted to hiring a line-sitter for the second day of the sale and felt her purchases were worth every penny, despite her initial hesitation to disclose the total cost.

As the doors opened at 9 AM, the anticipation reached a fever pitch. Shoppers are increasingly divided between those who claim, “These people are crazy,” and others who see the value in what could be a life-changing deal on luxury items. Whether they are driven by personal desires or the excitement of resale, the lines outside The Row’s sample sale continue to reflect an ongoing fascination with luxury fashion.

With more sales expected in upcoming days, all eyes will remain on The Row as shoppers continue to navigate the complexities of luxury consumption in today’s market. Stay tuned for updates as this story develops.