What Cider does

Cider is a digital-first fast fashion brand founded in 2020, originally based in Hong Kong and now operating with its primary operational headquarters in Los Angeles. The company sells trend-driven apparel, footwear, accessories, and handbags to Gen Z consumers across 130+ countries through its proprietary mobile app and website, which accounts for over 95% of revenue. The product line is organized around identity-led merchandising concepts such as 'Pick a Mood' (Cute, Elegant, Free) and includes sub-brands like the Curve extended sizing collection.

The core technology stack centers on an AI-driven supply chain and personalization engine. AI-powered product recommendations have lifted customer lifetime value by approximately 25% over two years, while AI-based trend forecasting and a pre-order inventory model enable weekly release of thousands of new styles and have held unsold inventory below 3%. Cider also integrates EDITED's real-time retail intelligence for trend and assortment decisions and uses AI-optimized YouTube Shorts campaigns to improve acquisition efficiency.

The business model is pure DTC at accessible price points targeting Gen Z consumers with household incomes of $30K-$75K. Customer acquisition is led by micro-influencer partnerships (approximately 30% of marketing budget), reducing CAC by ~20% versus industry peers, and supported by the CiderGang loyalty program and TikTok Shop. Revenue has increased sevenfold since 2021, reaching a target band of $800M-$1B in 2024 with goals of 25-30% YoY growth and EBITDA profitability by 2025. The company raised over $140M from DST Global, Andreessen Horowitz, and IDG Capital to achieve $1B+ unicorn status by late 2024 and is now expanding into physical retail with a permanent LA store opened in April 2026 alongside planned pop-ups in NYC, London, and Seoul.

Name

Cider

Legal name

Cider

Website

https://shop.shopcider.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Hong Kong

HQ country

Hong Kong SAR China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Direct-to-Consumer Fashion Sales: Cider generates revenue through direct online sales of apparel, accessories, shoes, and lifestyle/home décor products via its proprietary mobile app and website. The company uses a pre-order inventory model to manage stock, achieving less than 3% unsold inventory. Revenues have increased sevenfold since 2021, with millions of garments sold monthly across 130 countries. Revenue target of $800M–$1B in 2024 with 25–30% YoY growth.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Cider is a digital-first direct-to-consumer fast fashion brand that designs and sells trendy, affordable women's apparel, shoes, accessories, and home/lifestyle décor through its proprietary mobile app and website across 100+ countries. The catalog is refreshed continuously using AI-driven trend forecasting and a pre-order inventory model, with the majority of revenue generated through its own digital storefronts.

Product overview

Cider is a digital-first fast fashion e-commerce platform offering a unified commerce experience across its proprietary mobile app and website. The core platform serves as the primary sales channel (95%+ of revenue) and integrates key features including the 'Pick a Mood' shopping concept, the Cidergang loyalty program, and AI-powered personalization. The product portfolio spans apparel across clothing, shoes, and accessories with dedicated sub-brands like the Curve extended sizing collection. Cider is expanding into physical retail with its first permanent store while maintaining its digital-first approach with features like Flash Shipping and sustainability initiatives.

Differentiator

Problem solved

Functional benefit

Products and services

• Cider Mobile App and Website Mobile-first direct-to-consumer shopping platform that lets customers browse, personalize, and purchase Cider's full fashion and lifestyle catalog, with AI-driven recommendations and a social-media-style experience for Gen Z and younger Millennial shoppers globally.
• Cider Apparel Core women's apparel line covering tops, bottoms, dresses, outerwear, and seasonal styles, sold as individual trend-led pieces at affordable price points for Gen Z shoppers.
• Cider Shoes Footwear line including boots, heels, sneakers, flats, and seasonal statement shoes, designed to match Cider's apparel drops and curated by the in-house fashion team.
• Cider Accessories & Bags Fashion accessories and bags including handbags, jewelry, belts, and other styling items intended to complement Cider's apparel and shoe drops.
• Curve Collection Plus-size and extended sizing line that brings Cider's trend-led styles to a wider range of body types, covering apparel and select accessories.
• Spring 2026 Collection: Obviously, LA Seasonal Spring 2026 collection inspired by Los Angeles culture and lifestyle, spanning apparel, accessories, and lifestyle pieces positioned for the LA market and global Cider shoppers.
• Pop Mart x Cider Collaboration Limited-edition co-branded collection between Cider and Pop Mart, blending Pop Mart character IP with Cider apparel and accessories for a Gen Z audience.
• Farmers Market Collection Limited-edition collection launched to coincide with the opening of Cider's LA flagship store, featuring locally themed apparel and accessories.

Quantifiable outcome

• 33% more efficient cost per acquisition via YouTube Shorts Video action campaigns
• +5 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• EDITEDcoreTechnology or Integration · 18 November 2025Cider expanded its partnership with EDITED, integrating new AI capabilities to enhance retail decision-making and streamline product and campaign lifecycle management. Cider leverages EDITED's real-time data and AI-driven tools to improve trend analysis, assortment strategy, and market responsiveness.
• Pop MartminorStrategic or Co-development PartnerCider partnered with Chinese toy company Pop Mart in a product collaboration aimed at capitalizing on shared Gen Z target demographics and trend responsiveness between the two brands.
• Google AdscoreTechnology or IntegrationCider implemented YouTube Shorts Video action campaigns using Google Ads solutions, achieving a 33% more efficient cost per acquisition, 46% increase in conversion rate, and 40% increase in new customers over baseline.

Scale indicators11 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Shein: Largest ultra-fast-fashion DTC platform targeting Gen Z globally; directly comparable on mobile-first discovery, trend velocity, low price points, and cross-border scale.
• Temu: PDD-owned cross-border fast-fashion marketplace; competes with Cider for Gen Z wallet share via aggressive pricing, social-media-driven acquisition, and global shipping.
• Fashion Nova: Social-media-led fast-fashion brand with strong Gen Z and influencer-marketing overlap; comparable on trend cycle, mobile-first DTC, and affordable price positioning.
• Revolve Group: Premium-leaning online fashion retailer with a Gen Z / millennial customer base; comparable on mobile-first DTC, influencer marketing, and a recent move into physical retail.
• ASOS: UK-headquartered online fast-fashion retailer serving 20-something shoppers globally; comparable on mobile app-led DTC, trend-driven assortment, and Gen Z customer acquisition.
• PrettyLittleThing: Boohoo-owned ultra-fast-fashion brand targeting Gen Z women; closely comparable on influencer-led marketing, mobile-first shopping, and rapid trend turnover.
• Boohoo Group: Multi-brand online fast-fashion group with strong Gen Z presence; comparable on affordable trend-led apparel, social-media-driven acquisition, and global shipping.

Broad incumbents

• Zara (Inditex): Global fast-fashion incumbent with vertically integrated supply chain and rapid trend cycles; broader assortment and physical retail footprint but overlaps on trend velocity and Gen Z customer.
• H&M: Mass-market fast-fashion incumbent with global retail and online presence; comparable on affordable trend-led apparel and Gen Z customer base, though at a much larger and broader scale.
• Urban Outfitters (URBN): Multi-brand youth lifestyle retailer (Urban Outfitters, Anthropologie, Free People); comparable on Gen Z / millennial trend-led fashion, mobile-first DTC, and growing lifestyle/home category overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/_shopcider
• LinkedInlinkedin.com/company/shopcider

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cider