Cider, the fashion startup that has garnered immense popularity on TikTok, is taking a bold step into the world of brick-and-mortar retail with the launch of its first pop-up store in New York City. Since its online debut in September 2020, Cider has made a significant impact within the fashion industry by offering a diverse range of trendy and affordable items, including $11 T-shirts and $60 jackets. Often seen as a competitor to SHEIN, Cider’s rapid rise to fame can be attributed to its successful influencer collaborations and a substantial $130 million Series B funding round in 2021.
As indicated by CEO Michael Wang, Cider has been selling millions of garments each month, signifying its robust digital presence and impressive sales figures. However, the decision to venture into physical retail is a testament to the recognition that many digitally-native fashion brands are acknowledging the value of creating tangible connections with customers in the real world. This transition to physical retail serves not only to deepen the bond with the existing customer base but also to establish trust and credibility with new audiences.
Prior to the opening of the New York City pop-up store, Cider had been experimenting with offline experiences in various locations, including a styling suite in London and an activation event in Seoul. These initiatives provided fans with the opportunity to engage with the brand’s clothing and accessories in person. While they generated excitement and interest, these experiences were relatively short-lived and limited in their scope. In contrast, the pop-up store in New York City represents a more significant and sustained effort, reflecting Cider’s commitment to seamlessly blend its online success with real-world, in-person customer interactions.
Cider’s journey into the realm of physical retail is emblematic of a broader trend in the fashion industry. Digitally-born brands are increasingly recognizing the importance of providing their customers with meaningful offline experiences. Such initiatives not only create opportunities for face-to-face interaction but also contribute to strengthening brand loyalty and building trust. As Cider continues to evolve and expand its footprint, its strategic move into physical retail presents a promising avenue for capturing the attention of shoppers in one of the world’s fashion capitals, New York City, and for establishing itself as a key player in both the digital and physical retail landscapes.
