by WU Bingcong

US golf lifestyle brand Malbon Golf plans to accelerate its expansion in China, with its first mainland flagship scheduled to open in March 2026 at Shanghai's Jing'an Kerry Centre.

According to Malbon Golf China, the store will mark the brand’s first official mainland retail presence. Ahead of the opening, Malbon plans to operate a pop-up store at the same mall from Jan 23.

Kitson S. Kho, chief executive of Malbon Golf's China joint venture, told Jiemian News that the company plans to open additional flagships and key concept stores in Beijing, Shenzhen, Guangzhou, Chengdu and Hangzhou, starting with a small number of benchmark locations before broader expansion.

Founded in 2017, Malbon Golf opened its first physical store in Los Angeles in 2022 and now operates at least 10 brand stores globally, including its first flagship in Seoul, which opened in December 2024.

South Korea has served as an early validation market for Malbon in Asia, reflecting both the size of its golf apparel market and its role as a key shopping destination for Chinese golfers. The brand's retail presence there helped establish awareness among Chinese consumers before its formal mainland entry.

By late 2025, Malbon's founders said the brand's cumulative revenue was approaching US$200 million. Public reports show that 30% to 35% of sales now come from Asia.

China's golf apparel and lifestyle market has yet to produce a clear market leader. Malbon entered the market through a partnership with TKG Lifestyle, a Manila-based brand investment and management firm, and set up its China headquarters in Shenzhen.

Disclosures filed in the United States show that Malbon had raised US$28 million by October 2025 and is targeting US$43 million in the current funding round. TKG Lifestyle focuses on premium lifestyle brands and has previously invested in Gentle Monster and Arabica. Its parent group set up a family office in Hong Kong in late 2024.

Retail consultants said easing rents and improved access to prime locations in China's top-tier cities have created favorable conditions for foreign brands, while joint ventures allow newcomers to draw on local operational expertise.

Since setting up its China joint venture, Malbon has begun building local design and product planning teams. Its China assortment will include global core products and China-exclusive designs, with the first local collaboration launched with Hong Kong streetwear brand CLOT.

Kho said China-exclusive products are expected to account for around 30% to 40% of the initial offering.

Grey-market sales have complicated brand management for many foreign labels. Malbon's international pricing places polo shirts at more than 700 yuan, with outerwear priced several times higher, while China-specific collaborations are positioned at lower price points.

Kho said Malbon plans to focus more on lifestyle positioning and community-building activities in China, alongside its core product offering, reflecting the social dimension of golf consumption in the market.