Cider, the Gen Z direct-to-consumer brand, will open a holiday pop-up in New York City at 33 Howard Street, with the aim to eventually open permanent locations.The fast-growing brand, whose products range from $15 for a tank top to $60 for a shearling jacket, manufactures mostly in Asia, specifically China and Vietnam. The company is also testing production facilities in Europe and Mexico.
Some 60-70 percent of Cider’s customers are Gen Z, 18- to 24-year-olds. “The mix might be a little bit different right now as we scale to more demographics, but we started with a majority of Gen Z,” he said. The company offers all private brands. Cider opened its first pop-up for a few weeks in Seoul last July. The New York City pop-up will be open until mid-January. The shop spans more than 2,400 square feet and takes over space formerly occupied by Opening Ceremony.
Right now, Cider sells to 130 countries, and has independent websites in more than a dozen countries, with local websites in South Korea, France, Germany, Brazil and Mexico. “We have global ambitions,” he said. Cider worked with Ringo Studio on the design of the shop, with the intention to transform it into an elevated, unique space that showcases Cider’s brand. Artificial intelligence and augmented reality are integrated throughout the space to communicate Cider’s “Pick Your Mood” campaign, and each month will feature consumer activations that consumers can enjoy while at the store.
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