First Look: Gen Z fashion brand Cider expanding in brick and mortar
A digital-first, trend-driven fashion brand known for its affordable prices and strong social media following has unveiled its second permanent store — with more to come.
Cider has opened at Westfield Valley Fair in San, Jose, Calif. The brand plans to expand with a third location in November, at Los Cerritos Center, in Cerritos, Calif., followed be a store in Washington, D.C. (Cider’s first permanent store, at Los Angeles’ Original Farmers Market, opened in May.)
The new 11,269-sq.-ft. space at Valley Fair is designed to blend Cider’s digital-first DNA with an immersive in-person experience, incorporating large-format digital displays showcasing campaign imagery, seasonal storytelling and styling inspiration. The location includes digital fitting room check-in, smart checkout technology, interactive content moments and other details designed to encourage customers to engage with the brand both online and offline.
The space features a series of distinct “style worlds,” each featuring unique color palettes, materials and atmospheres designed to inspire discovery and personal styling.
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(Image courtesy of Cider) -
(Image courtesy of Cider) -
(Image courtesy of Cider) -
(Image courtesy of Cider) -
(Image courtesy of Cider)
We’re incredibly excited to open Cider’s second U.S. location at Valley Fair,” said Fenco Lin, co-founder of Cider. ”This market felt like the right next step for us because it brings together fashion, culture, technology and a large Gen Z and young millennial population who are already highly engaged with the way Cider shows up online. We wanted to build a space where customers can discover new styles, create content, connect with one another and experience the Cider community in real life. As we continue expanding, each location will reflect its local community while maintaining the global energy that defines Cider.”
Founded in 2020, Cider traces its roots to a group of schoolmates who connected over Zoom with a shared vision for a new era of fashion. It gained a strong following by testing styles online and then scaling up the best-performing ones, translating viral social moments into everyday statement pieces.
The Valley Fair opening coincides with the debut of CiderGirl, the brand’s new “community discovery” platform spotlighting emerging style personalities who represent the creativity, confidence, and individuality of the Cider community. It will serve as an ongoing platform for storytelling, content creation, retail experiences and future campaigns.
