TikTok-Viral Brand Edikted to Double Its Retail Footprint in 2025

Table of Contents

1. Key Highlights
2. Introduction
3. Edikted's Retail Expansion and Strategy
4. The Gen Z Influence on Retail
5. Designing for Engagement
6. The Ideology Behind Small Footprints
7. A New Era of Retail
8. Conclusion
9. FAQ

Key Highlights

• Edikted, a fashion brand popularized through TikTok, plans to double its brick-and-mortar locations in 2025, opening stores in five malls operated by Simon Property Group.
• The brand's retail strategy reflects a growing trend among Gen Z consumers favoring in-person shopping experiences, ultimately enhancing community connection.
• Edikted serves as part of a larger resurgence in mall culture, marking a departure from the decline previously earmarked for shopping centers.

Introduction

With over 63,000 posts on TikTok and more than 820,000 followers on the platform, Edikted has taken the fashion world by storm since its founding in 2020. The digital-first retailer, known for its trendy and affordable offerings, has successfully tapped into the viral nature of social media marketing, harnessing platforms like TikTok to create buzz around its brand. However, in a surprising turn that reflects changing consumer behaviors, Edikted is gearing up to double its retail presence in 2025, a bold move that signals a transformative moment for both the brand and the retail landscape as a whole.

As consumer purchasing behaviors shift, with Gen Z showing a profound interest in the tactile experiences of shopping, Edikted's expansion into brick-and-mortar stores indicates an exciting pivot towards physical retailing. This rise is not merely Edikted's standalone story; it reflects a larger generational trend favoring interaction and community over online-only shopping experiences.

Edikted's Retail Expansion and Strategy

In 2023, Edikted opened its first physical store in the heart of New York City’s Soho neighborhood, opening the floodgates to what would become a strategic rollout of retail locations. In 2024, the brand further extended its footprint by launching stores at high-traffic destinations such as The Grove in Los Angeles and inside the Mall of America in Minnesota. Looking ahead to 2025, Edikted will unveil new stores in five additional malls, including King of Prussia in Pennsylvania, The Galleria in Houston, and Boca Raton's Town Center in Florida.

Key Milestones in Edikted's Journey

• 2020: Edikted is founded as an online-only retailer.
• 2023: The brand opens its inaugural brick-and-mortar location in Soho, NYC.
• 2024: Additional stores established at The Grove in LA and the Mall of America.
• 2025: Plans to double retail footprint across five Simon Property Group malls.

CEO Dedy Schwartzberg emphasized the continuation of a successful digital strategy in physical retail. "Everywhere we are opening stores in the same city, the store usually generates more revenue than online sales in that city," he noted in an interview, hinting at the brand's identified customer base eager to explore fashion physically.

The ethos behind this expansion lies in Edikted's understanding of its Gen Z clientele. The company recognizes that these consumers desire tangible relationships with the brands they patronize. As Schwartzberg put it, "They want to touch the brand," emphasizing the importance of customers wanting to try on and feel the goods.

The Gen Z Influence on Retail

What makes Edikted's strategy relevant goes beyond mere opportunism; it mirrors a popular reality. Malls, long thought to be on the decline, are undergoing a revival largely driven by Gen Z consumers. According to the International Council of Shopping Centers (ICSC), Gen Z visits malls with the same frequency as older generations, with 60% visiting just for the social experience and about 30% preferring in-store shopping for immediate product acquisition.

Implications for Retail

This trend suggests a growing disconnect between online and offline shopping nuances. Retailers like Edikted are not merely competing with e-commerce giants; they are integrating physical spaces where these digitally native consumers can commune, connect, and engage with their surroundings. "The experience centers around community and connection, and that becomes challenging to replicate online," said Melissa Minkow, global director of retail strategy at CI&T.

The Role of Malls

The resurgence of malls can be tied to strategic marketing efforts by mall operators like Simon, which has adopted leasing strategies and initiatives tailored to attract youth-oriented brands. Simon's "Meet Me @themall," a nostalgic marketing campaign leveraging TikTok influencers, seeks to position shopping centers as multifunctional gathering spaces rather than mere transitory points.

Real-World Case Studies

Edikted's retail push isn't an isolated case; viral-first brands such as Halara and Cider have similarly ventured into brick-and-mortar operations. Additionally, other Gen Z favorites like Princess Polly plan to open new stores, indicating a broader trend of social media-driven brands expanding their retail presence.

Designing for Engagement

Notably, Edikted's physical stores are designed with social media engagement in mind. Shoppers entering through a striking pink, heart-shaped archway are often seen pausing for TikTok videos in the vibrant, fun interiors. "We're trying to speak in Gen Z's language, and we think they love it," Schwartzberg articulated, showcasing the brand's commitment to understanding and appealing to its target audience.

Store Experience and Customer Interaction

Each Edikted store features Instagram-worthy photo booths and staff trained to create a welcoming atmosphere, akin to a "happy brand energy." These elements are meticulously planned to facilitate social media sharing and enhance the overall customer experience, making shopping not just a purchase but a social engagement.

The Ideology Behind Small Footprints

Crucially, Edikted's approach to physical retail is distinctly different from traditional big-box strategies seen in previous decades. Unlike brands such as Forever 21, which operated overwhelmingly large locations, Edikted prefers maintaining smaller store sizes—under 6,000 square feet. Schwartzberg confirmed the brand's intentions of gradually scaling towards approximately 30 to 40 flagship locations nationwide rather than exponentially growing into hundreds of stores.

This strategy also reflects a conscious shift in the company’s operational ideology, one that seeks sustainable growth while maximizing customer intimacy and brand familiarity. Schwartzberg noted, "We're not going to open 100 or 200 stores. That's not the plan."

A New Era of Retail

Edikted's expansion arrives amidst larger contextual changes in the retail industry, such as the bankruptcy of major fast-fashion players like Forever 21, highlighting a transitional moment for retail that favors adapted, community-driven approaches over the vast, impersonal models of the past.

According to Simon's vp of leasing Zach Beloff, "Edikted's ability to stay ahead of trends and introduce new products quickly along with its fresh store designs are something that malls are currently in search of."

Beloff also revealed critical insights related to the current climate in retail real estate: "Mall occupancy at the end of the fourth quarter reached 96.5%, the highest in eight years." Retailer sales per square foot have seen an uptick to $739 for the year, as Simon Property Group signed a record 5,500 leases totaling over 21 million square feet.

Conclusion

Edikted's ambitious plans to double its retail footprint in 2025 stem from a fortified belief in the need for physical shopping spaces that reflect, engage, and resonate with today's consumers—specifically Gen Z, who crave authenticity in their purchases. As more brands shift their focus to brick-and-mortar locations to enhance customer experience and foster community ties, Edikted stands as a prime example of how digital and physical retail can effectively merge to create an exciting future for the shopping landscape.

FAQ

What is Edikted?

Edikted is a fashion brand that gained popularity primarily through TikTok, known for its trendy and affordable apparel aimed at Gen Z shoppers.

When did Edikted open its first physical store?

Edikted opened its first brick-and-mortar store in 2023 in New York City's Soho neighborhood.

How many locations does Edikted plan to open in 2025?

Edikted plans to double its retail locations in 2025, with five new stores slated to open in Simon Property Group malls across the U.S.

How does Edikted's retail strategy differ from traditional brands?

Edikted focuses on smaller retail spaces (under 6,000 square feet) and aims to foster community engagement through store design and social media interaction, contrasting with more extensive, traditional retail formats.

Why are malls seeing a resurgence among Gen Z consumers?

Research indicates that Gen Z appreciates the social experience, often visiting malls not just to shop but to engage with friends and partake in the community, which boosts the appeal of physical shopping spaces.

What has been Edikted's sales performance in brick-and-mortar stores?

While specific figures have not been disclosed, CEO Dedy Schwartzberg indicated that stores generally generate more revenue than online sales in respective cities.