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Cider (sai-dr; *additional pronunciation guide) is an e-commerce fashion retailer founded in May 2020 selling low-priced and trendy women's clothing. The company operates online and has accumulated one billion impressions on social media around the world, covering consumers from more than 100 countries, and has more than 2 million followers from around the world. At present, the company has offices in Guangzhou, Beijing, and Los Angeles with branches located in New York, London, Seoul, and Brisbane. Cider had completed B-round financing of $130 million, led by DST Global and followed by Greenoaks Capital and A16Z on September 2, 2021. Cider’s current valuation is over $1 billion, making it one of the fastest-growing unicorn companies in the world. This is Cider’s fourth round of financing in the last year.

Cider markets itself as your Closet’s Happy Hour, which has been derived from the three pillars the brand stands for, which are Joy, Global-Togetherness, and Smart Fashion with an agile supply chain. The brand is one of the first to introduce shopping by Pick A Mood; enabling customers to shop by how they feel or how they want to feel. These come in a variety of categories — e.g. Feeling Cute, Feeling Sophisticated, Feeling Romantic, Feeling Cool, and much more.

With the saturation of the fashion industry, Cider prides itself in entering the industry as being less wasteful. Committed to celebrating smart fashion, meaning the brand only produces a specific style in a controlled amount which aims to eliminate over-production.

In September 2021, Cider celebrated its first anniversary on its social media platforms including Instagram and TikTok. As of today, Cider continues to deliver as a globally-minded, social-first, and smart-fashion brand.