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.

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April’s data reflects a cautious consumer mindset. Although browsing activity has increased, signaling continued interest in products and services, consumers are carefully evaluating their options. Sessions were up 9.64% year-over-year, indicating heightened consumer interest or browsing activity across retail websites. However, despite the traffic growth, orders were down -0.68%, suggesting that while more consumers are browsing, many are hesitant to follow through with purchases. A significant influence was the ongoing impact of tariffs introduced earlier this year, which led to higher prices on select categories, particularly electronics, home goods, and apparel. Price-sensitive consumers may have deferred purchases or shifted to lower-cost alternatives, contributing to the flat demand growth of just 0.27% year-over-year.