TikTok-popular fashion startup Cider has set its sights on the bustling retail market of New York City, unveiling its very first pop-up store in the United States recently. Catering primarily to Gen Z, Cider’s pop-up marks the brand’s foray into physical retail spaces, as it explores different avenues to define its offline presence for the future.
Having launched online in September 2020, Cider quickly gained traction among fashion enthusiasts, offering a range of affordable, trendy items, including US $ 11 T-shirts and US $ 60 jackets. Positioned as a competitor to SHEIN, the brand’s popularity soared due to its collaborations with influencers and a significant US $ 130 million Series B funding round in 2021.
According to CEO Michael Wang, Cider sells millions of garments each month. Now, Cider, like many digitally-native fashion labels, is venturing into physical retail to connect with its loyal customer base in the real world and establish credibility with new audiences.
Earlier in the year, Cider introduced a styling suite in London and an activation event in Seoul, allowing fans to experience the brand’s clothes and accessories firsthand. However, these experiences primarily served as product showcases and lasted only a few weeks. In contrast, the new pop-up store in New York City represents a more substantial effort, signaling Cider’s commitment to bridging the gap between its online presence and tangible, in-person customer interactions.
