California Brand Brochu Walker Sets Sights on Seoul for First Overseas Store

Brochu Walker, the California-based fashion label beloved for its understated neutrals and worn by the likes of Meghan Markle, is making its first move beyond U.S. borders. The brand will open a flagship store in Seoul’s upscale Apgujeong district on July 18.

CEO and creative chief Karine Dubner said the choice came down to a natural cultural fit. “Korea is a hugely influential market in Asia, and its fashion sense resonates across the U.S. and Europe,” she explained. “The more I traveled there, the more it felt right. Seoul just made sense.”

The new space, designed by Seoul’s Blurker Design Studio, spans more than 7,000 square feet across five floors and includes a private VIP suite. Dubner described the aesthetic as a home-like environment, with Italian marble, quartz, oak and soft lighting. While Brochu Walker’s U.S. stores — in Montecito, Carmel, Westport, Southampton and Atlanta — are typically smaller, Dubner noted that stand-alone multilevel buildings are standard in Seoul, so the scale fits local expectations.

To mark the launch, the brand has named Korean actress Cha Joo Young as its first ambassador. Dubner said success in Seoul will be measured by brand recognition and customer response, not just sales. The company remains privately held and profitable, she added.

Brochu Walker was founded in 2008 and is known for knitwear, tailored separates and dresses in muted tones. Dubner believes the brand’s emphasis on craftsmanship and intention aligns well with Korean tastes, though she expects to adjust fabrics — adding more linen and cotton — to suit Seoul’s humid summers.

Looking ahead, the brand plans to open new U.S. stores in Austin this fall and in Nashville by early 2027. “For me, it’s about continuing to grow here at home,” Dubner said, while leaving the door open for further expansion in South Korea.