Copyright Forbes
When Malbon first appeared on Fairfax Avenue in 2017, it wasn't just another golf apparel brand; it was the start of a new community. Founded by Stephen and Erica Malbon, the Los Angeles-based company began as a small storefront that doubled as a creative clubhouse. Artists, skaters, and golfers came together under one roof, united by a shared appreciation for style and sport. That inclusive energy remains the backbone of the brand as it scales nationwide. "Retail is actually our origin story," said Aaron Heiser, CEO of Malbon. "It started as a community, became a brand, and then became a business. Everything that we do is about inviting disparate groups into one community, and we just want to keep growing that community around the globe." Now, with eight stores open across the U.S., one internationally, and several more in development, Malbon's latest store on Melrose Place marks a homecoming. The new Los Angeles location, which opened last week across from Grown Brilliance and LoveShackFancy and next to VRAI and Zimmermann, brings the brand's ethos full circle, anchoring its next chapter in the city where it all began. Malbon Melrose Sore Design For its Melrose Place store, Malbon partnered with 22RE to design a space that feels both sophisticated and personal. The brand used a combination of design elements, including the neighborhood's architectural heritage. MORE FOR YOU "We drew inspiration from Hollywood Regency and Art Deco, a direction that actually came from a conversation I had with Erica Malbon at the Sunset Tower," said Dean Levin, Founding Principal of 22RE. "These styles, integral to the history of Melrose Place and the building itself, set this location apart from any other Malbon project we've done. They helped to shape the three zones - a foyer, a living room with Frank Lloyd Wright-inspired furniture, and a back room - while residential design cues create a more intimate, personal retail experience." Rich woods and marble details add depth, while plants visible through floor-to-ceiling windows create a sense of openness. The result is an environment that feels like a cross between a high-end gallery and a laid-back home. At the center of it all is co-founder Erica Malbon's meticulous eye for detail. Known for her love of art and texture, she helped shape a store experience. As Heiser described it, the goal was "a boutique, elevated retail experience that is incredibly approachable." That same balance defines the atmosphere. Staff are trained to interact with guests casually but knowledgeably, helping both seasoned golfers and newcomers find pieces that fit their lifestyle. Every touchpoint, from the music to the layout, is meant to create a high-end feeling that is never intimidating, reflecting the sense of community that has fueled Malbon's growth. Its tactic of growing a community of golfers has really led the way, with partnerships with professional golfers like Jason Day and Charley Hull. These ambassadors have helped attract the new-age golfer, making the brand a fashion label for the younger, more modern consumer. Malbon Retail Growth And Golf Influence The timing of Malbon's retail expansion couldn't be more aligned with the sport's broader growth. According to the National Golf Foundation, about 47 million people played golf, on-course and off-course, in 2024. With about 40% of those coming from off-course activities, including driving ranges, indoor golf simulators, and popular golf entertainment venues like Topgolf. More notably, since the pandemic, about 3 million new golfers have joined the sport each year, significantly higher than the 2.5 million in the several years prior. This new group also tends to be younger and more diverse, many of whom view the sport as a lifestyle extension rather than a pastime. Malbon has become a key voice in that cultural shift. Its stores operate as community hubs that host events, collaborations, and art installations, each tailored to the local market. "Our retail… what we're doing now and have a blueprint for…is creating a community environment," Heiser said. "The retail stores are the embodiment of our brand, and they are the community hubs for almost everything we do." The brand's expansion strategy is both ambitious and calculated. In addition to Melrose, Malbon will open a Houston Heights location on November 22nd, followed by Boston and Malibu in early 2026. Extensive market mapping identified around 20 key U.S. cities with the right mix of golf participation and lifestyle demographics, forming the foundation for a long-term rollout of 35 to 45 stores over the next three to five years. Retail currently accounts for about a quarter of Malbon's sales, with Heiser describing the business as "centered around three pillars of stores, digital, and wholesale partnerships, and we do that for a particular reason; they're all super complementary," Heiser explained. "I'm of the belief that when a person walks in and buys something in our store, it's not the end of the relationship, it's the beginning, and so now we have a relationship and I can provide service to you in a variety of different ways through the three pillars." That strategy mirrors a broader trend in the golf retail space. Brands such as Bad Birdie and Waggle have been expanding their store networks with playful, bold interpretations of golf culture, while luxury-focused names like Greyson and G/Fore are growing their standalone retail footprints to capture premium consumers. Malbon sits comfortably between those worlds; high-end in product but accessible in community. It's aesthetic nods to golf's heritage without being bound by it, appealing to both traditional players and those new to the game. As Heiser put it, "Nothing about Malbon is intended to be in conflict with the game of golf. We speak to the most conservative golfer out there, and we also speak to someone discovering the game for the first time. That's the beauty of this brand." As golf continues to evolve, Malbon's Melrose store offers a glimpse into where the culture is headed: a blend of performance, community, and creativity that's redefining what it means to belong on the green.
