A fast-growing online brand is making its physical store debut in one of the Big Apple’s trendiest neighbourhoods.
Cider, a digitally-native young women’s clothing and accessories brand known for its very affordable prices and “smart fashion” model, has opened a holiday pop-up in New York City’s SoHo neighbourhood. Open from 4 November through 15 January, the more than 2,000sq ft store boasts a colourful, fun design and carries some 400 SKUs in a wide array of sizes. The space also features a “Cider Basics” section as well as a special “NYC Capsule” collection with an embroidery station for personalisation.
Based in Los Angeles, Cider credits a “social-first approach to fashion” for its swift success. Since it launched in 2020, the brand has caught the attention of fashion-savvy Gen Z customers, creating a community of more than seven million online and app-based shoppers across more than 130 countries. It has more than five million followers on Instagram.
Eager to meet its customers, Cider opened branded showrooms in Seoul and London in June and July 2023, respectively. The spaces enabled customers to preview merchandise, but the goods were not available for purchase. Building on the success of the showrooms, Cider decided to open a temporary store in New York. In addition to selling merchandise, the pop-up will also host dedicated events for Cider influencers and VIP customers.
