Cider Presses Into New York

Fashion startup Cider (Los Angeles) has opened its new pop-up shop in New York, Modern Retail reports. Located in Soho, the pop-up features several of Cider’s main collections (“Feeling Cute” “Feeling Romantic” and “Feeling Elegant”), as well as a custom New York capsule collection. The 2400-square-foot space will be open into January.

Modern Retail described the space as vibrant and colorful, with walls painted in the brand’s signature red-apple hue. Customers enter through an apple-shaped cutout and walk around its perimeter to see racks of clothes in curated collections based on moods. Some of the store’s walls are fuzzy, a texture that corresponds with some of the clothes.

This isn’t Cider’s first physical activation; in July, it launched styling suites in London and Seoul. However, those experiences were more to showcase products, not sell on location, and only lasted a few weeks, as opposed to a few months, Yu Oppel, Cider’s Co-Founder and Chief Marketing Officer, told the retail publication.

Based on the feedback from shoppers at its pop-ups, Cider plans to make stores a larger part of its business moving forward, Fenco Lin, Co-Founder and Chief Fashion Officer, told Modern Retail. Among the markets Cider is considering are London, Paris and Dubai.