Mark Wahlberg’s apparel brand Municipal aims to create ‘a Muniverse’ of stores, cafes and gyms

Municipal, the activewear brand co-founded by Mark Wahlberg, is evolving into a broader lifestyle company as it looks to deepen customer engagement and boost revenue beyond apparel.

The company is laying the groundwork for what it calls “the Muniverse”: a retail strategy that includes properties like flagship clothing stores, coffee shops and gyms, all tailored to the surrounding community, co-founder Harry Arnett told Modern Retail. Municipal aims to have 20 flagship stores in the next seven years, and dozens of gyms in the next five to 10 years. Next week, Municipal will also launch a $100-a-year membership program for its most devoted customers. Perks include 10% off all purchases, free shipping and returns, and access to exclusive events.

Mark Wahlberg’s apparel brand Municipal aims to create ‘a Muniverse’ of stores, cafes and gyms – Modern Retail

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