Garrett Gerson, the fourth generation owner of Calamigos Ranch, a beachfront ranch in Malibu, Los Angeles, USA, which has operated since 1947 and offers a wide range of facilities, including wedding venues, rehabilitation centers for alcohol and drug addicts, and reality TV filming studios, has launched Sjobeck Malibu, a fashion brand themed around the Malibu lifestyle. "Sjobeck" means "by the sea" in Scandinavian, and the brand's concept is "laid-back luxury." A shop specializing in the brand, Otte Loves Calamigos, opened within Calamigos Ranch on June 1st. Regarding the reason for opening the shop, Gerson explains, "While it's easy to connect with people through social networking services, I wanted to strike a balance by dining, shopping, and connecting with people face-to-face on a ranch like this."

The shop's concept is "sophisticated, cool, and feminine." It is themed around the image of Gerson's favorite Italian vintage motorcycle, the Vespa. The Vespa is famously ridden by actress Audrey Hepburn in the film "Roman Holiday." Gerson proposes, "Dine, drink, and shop in an idyllic ranch setting. Bring the luxurious Malibu lifestyle home with you."

The shop has also partnered with New York select shop OTTO NY and has divided its product categories into three. The first is Schobeck Malibu products, the second is OTTO NY's original products and select items from 16 other brands, and the third is accessories such as jewelry and soap, as well as motorcycles, bicycles, and surfboards.

The store aims to offer a selection of items not available at other boutiques, from one-of-a-kind items like vintage T-shirts to surfboards and bicycles from its original brand, "Calamigos." Prices range from $5 for soap to $9,500 for bikes. Apparel ranges from $50 to $650. Items are purchased in Paris, with new products arriving monthly.

The ranch, including the "Malibu Cafe" located within Calamigos Ranch, receives an average of 1,500 visitors per day, with shops receiving an average of 500 visitors. Shortly after the store opened, big-name celebrities such as actress Julia Roberts and singers Pink and Barbra Streisand visited the store. Regarding future plans, Gerson said, "We plan to increase the store's awareness through word of mouth. We also plan to open two more stores in Malibu Beach and Santa Monica this year, and to establish a men's business."