Municipal — co-founded by Mark Wahlberg — opens first physical store; more in works
A premium, performance-driven active lifestyle brand co-founded by actor/entrepreneur Mark Wahlberg and businessman Harry Arnett has big plans for brick-and-mortar.
Municipal, which launched online in 2020, has unveiled its first permanent retail location, on Melrose Avenue in West Hollywood, Calif. The brand previously opened temporary pop-up shops in Boston and New York City.
With its first store now open, Municipal is thinking big. It will open a flagship in Carlsbad, Calif., in September. The 6,000-sq.-ft. format will feature a coffee shop (in partnership with Urth Caffe), a barber shop and a lounge area where people can relax or even do some work.
During the next few years, the company plan to roll out several additional flagships in key markets across the country such as Las Vegas, Phoenix, Atlanta, Boston and New York. Brand co-founder and CEO Harry Arnett told Chain Store Age that Municipal also plans to expand its smaller pro-shop concept. (Prior to Municipal, he spent seven years at Topgolf Callaway Brands, including serving as executive VP, Callaway Brands.)
“We have big expansion plans for the brand, and brick-and- mortar is crucial to our strategy,” Arnett said. “Our pro-shop format is one that we think works in just about any city in America,” so we’re looking at bringing these to markets all over the place.”
The 1,100-sq.-ft. West Hollywood shop — dubbed Municipal Pro Shop — has a sleek, modern look, with black fixtures and white walls. It is “club” themed, Arnett said, “think golf, tennis, pickleball, workout.” It features complimentary snacks and drinks for customers and a putting mat with putters and golf balls that guests can play around with.
“The store is designed with a clean, minimalist aesthetic, just like our brand as a whole,” Arnett said. “It’s mainly whites and light greys, with black fixtures and brand logos throughout to allow the clothing to speak for itself. The space is complete with original sports and Los Angeles-themed artwork throughout.”
The store features the brand’s offerings for men as well as women. To complete the assortment, it also carries products from emerging and entrepreneurial brands, including Les Monts eyewear, LAB Putters and Sub 70 golf.
“We will have various in-store events led by their respective teams so people can really get to know these brands and how they’re helping to elevate their categories,” Arnett said. “The Municipal Pro Shop lays tribute to the brands and the people behind those brands who are out there courageously making big things happen in their respective categories
Here are other excerpts from CSA’s conversation with Arnett.
After several years online, what made the brand decide to open a physical store?
We’ve done a few smaller, temporary pop-up shops in Boston and New York City. Both performed exceptionally well and allowed us to test how people would respond to the product. It’s important to us that we have a place where people can experience the Municipal brand in its entirety. We know that when customers are able to touch and feel our products, they appreciate our innovation and quality on a much deeper level.
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Photo courtesy of Municipal. -
Photo courtesy of Municipal. -
Photo courtesy of Municipal.
How would you describe Municipal's positioning in the marketplace — what differentiates it from others in the sector?
Municipal combines luxury quality and style with athletic performance, making it easy for active individuals to look good without sacrificing comfort or versatility. But our brand is really more than that. Our goal is to inspire people to bet on themselves to make big things happen. We want to show people what’s possible when you put the work in to support your dreams.
It means something to wear Municipal and that's why you'll see people from all walks of life repping it. From athletes, entrepreneurs, creatives, entertainers, and everyone who shares the mindset that nothing will stop them from achieving their goals. To me, that’s what sets us apart — we exist for the go-getters at every level.
Who is the target audience?
The simple answer is Municipal is really for everyone. We are the favorite brand of teenagers to older groups and everyone in between because we’re more defined by the Municipal mindset than by the style or aesthetic. We started with a men’s line but quickly expanded into women’s and, last year, into the footwear category with our unique blend of innovation, quality, comfort and performance.
The brand offers gear that’s great for specific activities like golf and tennis. But we cater to anyone looking for style and comfort — no matter what it is they’re doing.
What do you see as being responsible for the brand's growth?
It’s easy to simply point to the product quality, style and innovations we’ve brought to the market with fabrics and comfort. But equally as important, I think, has been how well we’ve built the Municipal community of people who are all putting in the work to make big things happen for themselves, the people they love and their communities. That sense of purpose has really resonated with people.
After several years online, what made the brand decide to open a physical store?
We’ve done a few smaller, temporary pop-up shops in Boston and New York City. Both performed exceptionally well and allowed us to test how people would respond to the product. It’s important to us that we have a place where people can experience the Municipal brand in its entirety. We know that when customers are able to touch and feel our products, they appreciate our innovation and quality on a much deeper level.
Who designed the store?
It was really a group effort with our internal team and our agencies. Starch Creative and Taco Truck Creative are working with us on our flagship store, and both helped us bring the Los Angeles Pro Shop to life.
