Gen Z Fashion Brand Opens Second Store

Cider (Los Angeles) has opened its second permanent U.S. store, at Westfield Valley Fair in San Jose, Calif., with a third location, at Los Cerritos Mall southeast of Los Angele, is set for November.

The fashion brand’s just-opened11,300 square foot store is home to a series of distinct “style worlds,” dubbed Cute and Cosmo, Minimal, and Elegant. Each zone features distinct color palettes, materials and atmospheres designed to inspire discovery and personal styling, the retailer said in a news release.

“With this opening, we wanted to create more than a store,” said Cider Co-Founder Fenco Lin. “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.”

In its release, Cider ways the store “blends its digital-first DNA with an immersive in-person experience, incorporating large-format digital displays showcasing campaign imagery, seasonal storytelling, and styling inspiration. The location will also introduce innovative retail features including digital fitting room check-in, smart checkout technology, interactive content moments, and shareable architectural details designed to encourage customers to engage with the brand both online and offline.”

Founded in 2020, Cider’s first physical store opened in April in Los Angeles’ Original Farmers Market.