<\/p>\n
Chinese e-commerce giants such as Shein and Temu have reshaped the retail landscape amid economic uncertainty, higher prices, and cautious consumer spending by offering shoppers a wide range of products at extremely low prices.<\/p>\n
Their growth has prompted established companies such as Amazon, Target, and Walmart to invest in strategies like third-party marketplaces, supply chain infrastructure, and digital tools to keep pace with changing consumer habits.<\/p>\n
Now, one online-first fashion retailer is taking a different approach. While many established brands have been reassessing their physical footprints and closing underperforming stores, this e-commerce fashion company is moving in the opposite direction by expanding its brick-and-mortar presence in the U.S.<\/p>\n
Founded in 2020 as an online-first womenswear brand, Cider has built its business around affordable, trend-driven fashion and a digital-focused shopping experience.<\/p>\n
Cider opens its second physical U.S. store<\/p>\n
Cider opened its second permanent U.S. retail location on September 4, 2026, at Westfield Valley Fair in San Jose, California. The 11,269-square-foot store is located at 2855 Stevens Creek Blvd., Space No. 2411.<\/p>\n
The location combines Cider’s digital-focused approach with an in-person shopping experience. Features include digital fitting-room check-in, smart checkout technology, interactive content areas, and architectural elements designed to encourage customers to engage with the brand both in-store and online.<\/p>\n
The company says the San Jose location was chosen in part because of the area’s fashion and technology culture and its large population of Gen Z and young millennial consumers.<\/p>\n
“With this opening, we wanted to create more than a store. 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,” Cider Co-Founder Fenco Lin said in a company announcement.<\/p>\n
Cider expands its physical retail presence in the U.S.<\/p>\n
Cider’s latest opening follows the debut of its first permanent physical store at 6333 W. 3rd St., Suite P-20 in Los Angeles, California.<\/p>\n
According to the company, more than 13,000 customers visited the Los Angeles store during the opening weekend.<\/p>\n
The online-first retailer is now moving ahead with another location. Cider plans to open a third U.S. store at Los Cerritos Center in Cerritos, California, in November 2026.<\/p>\n
The expansion marks a notable shift for a company that built its business primarily through digital channels. Cider’s new stores are designed to give customers another way to interact with the brand while bringing elements of its digital-focused shopping experience into physical retail.<\/p>\n
Cider opens its second physical store in the U.S. as part of its major expansion strategy.<\/p>\n
Cider<\/p>\n
Why Cider is opening brick-and-mortar stores<\/p>\n
Cider is not the only online-first retailer experimenting with physical retail. As e-commerce becomes more established, some digital brands are turning to stores to build brand awareness, create in-person experiences, and give customers another way to interact with their products.<\/p>\n
Shein, one of Cider’s largest fast-fashion competitors, has also tested physical retail. The company opened its first permanent brick-and-mortar store at the BHV department store in Paris, France, in November 2025.<\/p>\n
That partnership ended seven months later after Shein faced backlash in France, including protests, boycotts, and regulatory scrutiny. BHV and Shein ended their partnership in June 2026, Reuters reported.<\/p>\n
Shein does not currently operate permanent stores in the U.S., although it has used temporary pop-up locations in major cities.<\/p>\n
For Cider, the expansion is making physical retail a growing part of its U.S. strategy. With a second permanent store now open and a third location planned, the company is continuing to expand its physical presence alongside its digital operations.<\/p>\n
Retailers reassess their physical footprints<\/p>\n
Cider’s expansion comes as many traditional retailers take a more selective approach to their store networks.<\/p>\n
Slower industry growth, shifting consumer behavior, and higher operating costs have made store productivity and the strategic value of individual locations increasingly important for many companies.<\/p>\n
The broader fashion industry is also facing a challenging environment. According to the McKinsey & Company State of Fashion 2026 Report, global fashion industry growth is expected to remain in the low single digits in 2026 amid macroeconomic volatility, tariff pressures, and weaker consumer sentiment.<\/p>\n
At the same time, e-commerce continues to account for a significant share of retail spending. According to the U.S. Census Bureau, e-commerce sales represented 17.1% of total U.S. retail sales in the second quarter of 2026.<\/p>\n
But the continued importance of physical stores shows that online shopping has not eliminated the need for brick-and-mortar retail. Capital One Shopping estimates that 45% of consumers primarily shop in stores and that 80.4% of retail sales are expected to take place in brick-and-mortar stores in 2026.<\/p>\n
That dynamic is changing what consumers and retailers expect from physical locations. As more transactions move online, stores increasingly have to offer more than just a place to complete a purchase.<\/p>\n
Here’s some of my previous coverage of store closures:<\/p>\n
172-year-old luxury giant exits entire market<\/p>\n
Discount retailer quietly closes another store<\/p>\n
Fashion giant keeps closing stores<\/p>\n
Harvard Business Review research found that stores that create lasting value are built around customer needs that digital channels cannot address as effectively.<\/p>\n
“The goal is not simply to open more stores. It’s to give customers a compelling reason to visit—and the organization a coherent way to make that visit worthwhile,” according the HBR research.<\/p>\n
With a third U.S. location planned for November, Cider is continuing to build a physical retail footprint alongside the digital business that established the brand.<\/p>\n
Related: Clothing retailer returns to brick and mortar stores after 7 years<\/p>\n
#Shein #rival #confirms #plans #major #U.S #store #expansion<\/p>\n","protected":false},"excerpt":{"rendered":"
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