California-based Brochu Walker is stepping on the global stage with the opening of its first international store in Seoul in July.
The decision is rooted in a response to a cultural alignment that has been building over time, said Karine Dubner, chief executive officer and chief creative officer of Brochu Walker, who acquired the company in 2013.
“[South] Korea is definitely a very influential market in Asia,” she said, noting its impact on fashion and culture across the U.S. and Europe. “As I’ve been going back and traveling, it just felt right. Seoul just felt natural for us.”
Set to open July 18, the new location in Apgujeong spans more than 7,000 square feet across five floors, including a private VIP suite. Designed by Seoul-based Blurker Design Studio, the space is conceived as a home-like environment, with plans for natural materials like Italian marble, quartz and oak paired with soft lighting.
Dubner said the scale of the project was driven by the local market. While the brand typically operates smaller stores in the U.S. — including locations in Montecito and Carmel, Calif., Westport, Conn., Southampton, N.Y., and Buckhead Village in Atlanta — stand-alone, multilevel buildings are common in Seoul, she said.
The opening also marks a new step for the brand, which has named Korean actress Cha Joo Young its first ambassador to help build local awareness. Brochu Walker, which is privately held, continues to grow steadily and remain profitable, Dubner said, adding that success in Seoul will be defined by brand recognition and customer response.
Korean actress Cha Joo Young is Brochu Walker’s first ambassador.
Courtesy of Brochu Walker
Founded in 2008, Brochu Walker offers an edited assortment of neutrals in knitwear, tailored separates and dresses, with high-profile fans including Meghan Markle. The aesthetic, Dubner said, translates naturally to the Korean market, where consumers place a value on craftsmanship and intention in dress.
“I think the way they wear clothes, they’re a little bit more modest,” she said of South Korean consumers. While the brand’s core silhouettes and muted palette will remain unchanged, Dubner expects to adjust fabrication to suit the climate, with more linen and cotton for Seoul’s summers.
Looking ahead, the company plans to continue growing domestically, with new stores planned for Austin, set to open in September or October, and Nashville, expected to follow in late 2026 or early 2027.
“For me, it’s really about continuing to grow here in the U.S.,” Dubner said, noting there could be more growth in South Korea.
