At the end of August this year, Malbon Golf, a Los Angeles-based golf lifestyle brand founded in 2017, announced a strategic joint venture with TKG Lifestyle to expand into the Chinese Mainland and the Asia-Pacific market. Being Capital has also formed a strategic partnership with TKG Lifestyle, expressing strong confidence in Malbon Golf’s growth potential in the region and pledging full support for the brand’s market entry and development in the Chinese Mainland.
Recently, Malbon officially unveiled its China headquarters in Prince Bay, Shenzhen. This is the brand’s first-ever global multifunctional experience center that combines retail, exhibitions, experimentation, and immersive golf activities. Founders Stephen and Erica Malbon attended the opening in person and gave an exclusive interview to Luxe.CO.
Speaking about the decision to choose Shenzhen as the headquarters location, they said: “Shenzhen is a city that strikes the perfect balance between innovation, culture, and commercial growth. It is also a convergence point for global design, technology, and youth culture, which aligns perfectly with Malbon’s brand DNA of merging golf with lifestyle. In the future, the China headquarters will further expand its functions to cover the entire Asian market.“
Malbon’s annual sales have seen rapid growth, with about one-third now coming from international markets, among which Asia stands out in performance. In this exclusive interview, the founders shared their China growth strategy for the first time. They revealed that Malbon will open its first store in China in Shanghai and plans to establish four flagship stores in Beijing, Shenzhen, Hangzhou, and Chengdu.
Above: Stephen and Erica Malbon
Bringing Golf Closer to the Younger Generation
Both Stephen and Erica Malbon come from media backgrounds. In 1999, Stephen founded the streetwear culture magazine Frank151, focusing on trends, music, and art. In 2010, Erica joined the company as General Manager of Operations.
The idea for launching the Malbon brand came from a personal reflection Stephen had in his 30s. In 2015, he rediscovered his passion for golf, having last played it in his teenage years. He realized that many people shared a similar experience: introduced to golf in youth, only to drift away from it in adulthood.
He then created an Instagram account where he posted historical golf images and modern art content that resonated with him. It quickly gained thousands of followers. He described the account as a golf “mood board.”
Stephen and Erica told Luxe.CO: “We quickly realized that the conservative nature of golf didn’t align with modern culture. So, we decided to break tradition and infuse golf with the rebellious spirit of street culture, such as fashion, music, and art, to make it more inclusive. We hope this will help more young people fall in love with golf.“
Above: Malbon’s iconic wordmark and Buckets logo design
Today, the couple primarily oversees the creative direction of Malbon products. In October 2024, Aaron Heiser, an executive with 18 years of experience at NIKE, joined Malbon as Chief Executive Officer. He will lead the brand into its next stage of development.
Sell-Through Rates for Several Product Lines Reach as High as 80%
Unlike traditional golf apparel, which often focuses on on-course visuals, Malbon places a stronger emphasis on trendiness and street appeal in its visual communications. On social media, many Chinese users have praised the brand as “photogenic,” “design-forward,” and “stylish with attitude.”
Stephen and Erica note that this unique positioning, blending golf with street culture, has broadened Malbon’s audience and received strong positive feedback in terms of sales. In a previous interview with international media, Erica shared that sell-through rates for several of the brand’s product lines have reached as high as 80%.
Above: Malbon menswear collection
“What makes Malbon products truly unique is how effortlessly they can be integrated into every aspect of your lifestyle. We take a wide range of usage scenarios into account in our product design, with the goal of becoming a natural part of the lives our customers already love.”
Malbon originally focused on menswear. As the brand evolved, Stephen and Erica observed that an increasing number of women were participating in golf. These customers often came into stores to buy the most petite available men’s sizes. In 2023, after several years of preparation, the couple officially launched Malbon’s women’s wear line.
Above: Malbon womenswear collection
In contrast to the streetwear-heavy men’s line, the womenswear collection leans more toward premium fashion, incorporating design elements from racquet sports such as tennis and pickleball. It targets women aged 25 to 35 who pursue a high-quality lifestyle and enjoy sharing on social media.
Looking ahead, Malbon will launch a series of exclusive products tailored to the Chinese market and its consumers—collections that reflect both the essence of golf and the creative spirit of China.
Fusing Different Brand Worlds Through Collaborations
From the beginning, Stephen brought the proven strategy of “collaboration” from the streetwear world into Malbon and made it a core part of the brand’s market approach.
According to Luxe. CO’s research, since its founding, has seen Malbon collaborate with 26 brands across various industries, including sports, beverages, motorsports, entertainment, bathroom fixtures, swimwear, and private aviation. These collaborations have included widely recognized names like Nike, adidas, and Coca-Cola.
In 2024, Malbon entered the luxury segment for the first time, first collaborating with Tag Heuer to launch a limited-edition timepiece, and then teaming up with Jimmy Choo to create its first-ever golf apparel collection.
Above: Malbon x Tag Heuer and Malbon x Jimmy Choo collaborations
For Stephen and Erica, these cross-brand collaborations align perfectly with Malbon’s founding mission: breaking down the traditional boundaries of golf.
They told Luxe.CO that in the Chinese market, Malbon will also consider collaborating with local brands or designers. Recently, Malbon launched its first collaboration with Chinese streetwear brand CLOT.
Above: Malbon x CLOT collaboration
A Market Full of Potential—and the Greatest Challenges
According to data released by the China Golf Association in December 2024, there are approximately 1.5 million core golf participants nationwide, with a total of about 5 million active players and over 10 million people who have had exposure to the sport.
These figures indicate that golf is gradually becoming more mainstream in the Chinese Mainland, creating commercial opportunities for niche brands like Malbon.
During a visit to Shanghai, Stephen and Erica saw many young people wearing Malbon gear both on the street and at driving ranges. This was deeply encouraging to them. At the same time, they also recognized that the market still lacks golf brands that emphasize stylized, fashion-forward design—something Malbon is uniquely positioned to offer.
“We believe the Chinese Mainland is the market with the most potential for golf development, but also the most challenging. Golf is evolving beyond its traditional elite circles and becoming a trendy social activity among young, urban middle-class consumers.”
“Chinese consumers possess strong purchasing power and clear preferences. In addition to performance and functionality, they care deeply about design aesthetics and the versatility of apparel across various settings. They want golf outfits that can seamlessly transition into their daily wardrobes. Malbon’s inclusive brand culture and stylish design make it naturally aligned with the needs and tastes of the golf community and potential consumers here.“
First Store in China to Open in Shanghai
While exploring Shanghai, Stephen and Erica noticed that many trendy brands choose to open stores in historic villas and traditional alleyways, creating a dialogue between “old” and “new.”
They revealed to Luxe.CO that Malbon’s first store in China will open in Shanghai. Additional flagship stores are planned for Beijing, Shenzhen, Hangzhou, and Chengdu. At the same time, Malbon will expand its retail network across 20 key cities, targeting premium commercial areas. The brand also plans to enter golf courses directly to strengthen its presence in professional golf settings.
For online retail, Malbon will launch flagship stores on Tmall and JD.com, and open a WeChat Mini Program shop to convey its distinctive design aesthetic to digital consumers.
In addition to building out its retail channels, Malbon will introduce its popular “Buckets Club” community concept to China as a key strategy for brand influence. They explained:
“Buckets Club is at the core of Malbon’s brand culture. In China, we’ll begin by launching the most popular element. The Buckets Club Golf Tournaments. We plan to host at least one nationwide tour event every month, offering a rich on-site experience for participants, including post-game parties and other interactive activities.”
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Members of Buckets Club will enjoy exclusive benefits and unique experiences, such as access to multidimensional events co-created with musicians, artists, and key opinion leaders. These will combine golf, lifestyle aesthetics, local culture, and artistic creativity.
“We don’t define ourselves simply as a ‘golf brand,'” they emphasized, “but rather aim to integrate into China’s golf-loving community—encouraging more people to step onto the green and discover the allure of golf culture.”
| Image Credit: Courtesy of Malbon
| Editor: Esther
