Malbon, the LA-based lifestyle golfwear brand operated by Highlight Brands Co., Ltd. (CEO Lee Jun-kwon), has reopened its flagship store 'Malbon 6451' in Seoul's Dosan area of Apgujeong following an expansion and renovation.
'Malbon 6451' opened in 2022 as Malbon's first flagship store in Korea, and this marks its first makeover in the four years since. The store has expanded from a single above-ground floor to two floors, with a total floor area of 279㎡ (84 pyeong).
According to Malbon, the renovation centers on a larger footprint alongside stronger performance credentials rooted in the game of golf and greater product differentiation unique to the Dosan store. Targeting golfers who prioritize play on the course, the store puts performance products front and center, including function-focused jackets, T-shirts and pants, and it has also expanded the 'Dosan Exclusive' lineup sold only at 'Malbon 6451'. The brand says it has broadened the brand experience by adding a more relaxed shopping flow and space to unwind.
In line with Malbon's global store design direction, the interior and exterior pair light-colored stone with muted wood tones to create an understated yet warm atmosphere. On the ground floor, new expansive windows and a gridded wood frame add a sense of openness, while outside, a sculpture of BUCKETS, Malbon's signature character, and a bench showcase the brand's personality. Inside, generous spacing between displays and an unhurried layout evoke the openness of a wide fairway. The expanded second floor features 'Common Grounds', a lounge-style rest area with sofas and tables where shoppers can take a break over coffee.
This FW season's Dosan Exclusive collection was designed with both on-course practicality and collectibility in mind. It spans golf accessories such as ball cases, ball towels, ball marker sets and golf tee sets, as well as tote bags, driver covers and putter covers. Notably, finely drawn artwork depicting the 'Malbon 6451' storefront and street address has been applied to the product designs, capturing the symbolism of the Dosan flagship.
The signature piece, the 'Dosan Exclusive Woven Vest', is a layering item for the fall/winter season. A clean silhouette, a shallow V-neckline and contrast stitching give it a neat, classic look, while a 'Malbon 6451' graphic highlights its exclusive status.
"This expansion and renovation is about showcasing Malbon's golfwear expertise and the brand's distinctive lifestyle more broadly," a Malbon representative said. "Going forward, we plan to use 'Malbon 6451' as a hub for a variety of programs for golfers to further expand the brand experience."
To celebrate the reopening, Malbon is running a gift-with-purchase promotion through October 31, with gifts tiered by purchase amount. Customers spending KRW 500,000 or more will receive a voucher for one coffee at the in-store 'Common Grounds', while those spending KRW 700,000 or more will receive a 'Malbon 6451' reusable tumbler. Customers spending KRW 1.5 million or more will receive a 'Travel Boston Bag' and a 'Malbon 6451 Gift Box'.
Founded in 2017 in Fairfax, Los Angeles, California, Malbon is a lifestyle golfwear brand that targets Millennial and Gen Z golfers with a free-spirited yet refined California style. It offers a total golfwear look spanning pants, T-shirts, sweatshirts, caps, golf bags and accessories, and its signature golf ball character, Buckets, is reinterpreted each season with new graphics and designs according to the collection theme and collaboration partners. The brand currently operates stores in major department stores as well as its first flagship, 'Malbon 6451', on Dosan-daero, and has opened 'Malbon Seongsu' in Seongsu-dong, which brings together golf and lifestyle, and 'Malbon Gaok' in Bukchon, a concept store that extends into culture and community. It plans to open additional department store locations within the year.
