Municipal was founded by Wahlberg in 2020 alongside partners Harry Arnett and Stephen Levinson. The Oceanside flagship opening, located in a historic building undergoing an $11.4 million renovation by HP Investors, will reflect the brand's mission to deliver performance-driven apparel for active lifestyles. The site aligns with Wahlberg’s vision for Municipal as more than a clothing brand; it's intended as a lifestyle destination that mirrors Wahlberg's commitment to health, fitness, and performance.
Although earlier announcements suggested a Carlsbad location, it's now clear that Municipal’s primary hub will be in Oceanside, with an impressive 16,300-square-foot space in the historic former North County Times building on South Coast Highway. This expansive site will combine retail with lifestyle elements including a 6,000 square-foot store with an onsite café, studio, barber shop, and addition space for offices, making it a vibrant center for the brand’s activities and setting it apart from its initial Los Angeles location, which opened in July 2024.
The Oceanside store's large-scale setup and multi-functional space differentiate it from Municipal's first brick-and-mortar location, the Municipal Pro Shop on Melrose Avenue in Los Angeles. The West Hollywood space, styled to resemble an upscale sports club, spans about 1,000 square feet and houses Municipal’s full line, along with select apparel and accessories from other emerging Los Angeles brands. For Oceanside, the flagship will emphasize experiential retail with features like an in-house café, and dedicated areas for social interaction.
"We'll have a coffee shop concept inside we are doing with our partners at Urth Caffe," explained co-founder Harry Arnott. "We have a barber shop inside and an expansive lounge for people to come, connect, be inspired, and get their work done. We plan to have a few more of these across the U.S., but again, each will be different. They’ll feel more like a boutique hotel. One of one."
For Wahlberg, who has a deep-rooted connection to California, the move to establish a flagship in San Diego highlights the region's appeal as a lifestyle and fitness hub. Oceanside's emergence as a bustling neighborhood also fits with Municipal's growth-oriented mission, which plans future openings in cities like Las Vegas, Atlanta, and New York, among others. The Oceanside location is set to transform into a dynamic hub for the South Oceanside community, reflecting Municipal's commitment to blending retail with community engagement.
For Wahlberg, who has a deep-rooted connection to California, the move to establish a flagship in San Diego highlights the region's appeal as a lifestyle and fitness hub. Oceanside's emergence as a bustling neighborhood also fits with Municipal's growth-oriented mission, which plans future openings in cities like Las Vegas, Atlanta, and New York, among others. The Oceanside location is set to transform into a dynamic hub for the South Oceanside community, reflecting Municipal's commitment to blending retail with community engagement.
Municipal is expected to grand open in early November at 1722 South Coast Highway in San Diego's North County city of Oceanside. For more information, visit municipal.com.
Originally published on October 30, 2024.