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.
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.
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.
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.
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., ****** e No. 2411.

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