San Francisco-based Quince, which describes itself as a manufacturer-to-consumer platform, is bringing its affordable luxury model to the UK, its first market outside North America.
The brand launched its online presence today, 19 October, offering womenswear, menswear, children’s and home categories.
The UK launch marks the first step in Quince’s global expansion, backed by a $500 million Series E funding round announced in March. Led by ICONIQ, the round valued the company at $10.1 billion (£7.57 billion). At the time, Quince said it had generated more than $1 billion (£750 million) in revenue in the previous year and had achieved triple-digit growth every year since launching in 2019. The company also reported serving millions of customers across more than 100 categories.
Quince’s affordable luxury model sees it work directly with specialist manufacturers, and the company ships directly from factory to customer, removing sourcing agents, warehousing, wholesale, distribution and store costs from the chain. This means it can offer cashmere, linen and leather essentials at prices it says sit 50% to 70% below those of comparable products.
To illustrate this, each product page shows the price of an item Quince offers compared to what it calls a “traditional retail” reference price. For example, a women’s Mongolian Cashmere Funnel Neck Jumper retails at £100, against £199 for a comparable item at Whistles, a 49% saving.
Meanwhile, a men’s 100% Organic Cotton Slub Crewneck T-Shirt retails at £20 compared to a similar item at Nudie Jeans, which costs £69, making it a 69% saving, according to Quince.
The company also says it is more demand-driven. Each week, it projects demand by SKU and size, starting with small-batch test orders and then scaling production as sales come through. Because this leaves no seasonal overstock, it says prices are held year-round rather than marked down.
Product pages also publish illustrative cost models showing what an item costs to make against its selling price, with Quince’s margin set alongside that of a comparable product at a traditional retailer. One breakdown on its UK site totals £24.99: £10.77 for materials, £6.36 for crafting, £0.11 for packaging, £4.28 for freight and handling, £1.40 for card fees and £2.07 for duties, taxes and fees.
“What differentiates Quince is not pricing. It is the system behind how quality products are made, priced, and delivered,” said Matt Lippert, Chief Merchandising Officer at Quince.
“For decades, consumers everywhere have been conditioned to equate higher prices with higher quality. The UK is a market that knows exceptional cashmere, linen, and leather as well as any in the world, which makes it exactly the right place to prove that quality was never the reason for the price. When the inefficiencies come out of the system, people experience the benefits through more consistent quality and more accessible pricing.”
Laurent Duray, Head of International at Quince, added that while the UK was a “discerning market”, none of the companies currently operating could “match the breadth of our catalogue, the quality and price point.”
He also noted that the business would open with a tighter UK selection that would expand quickly, and would be adjusting products to local habits.
“We’re learning small details about how our UK customers live and sleep, or what they need for the Great British weather, and adapting our fashion and home textiles to suit. Early feedback from the market has been fantastic and customers are surprised by the luxury quality for high-street price points, and we look forward to introducing Quince to even more locals as we grow,” Duran commented.
According to the website, Quince has no plans to open a physical store, as this would undermine its pricing structure.
Quince joins a run of US premium brands entering the UK this autumn, though the others have led with physical retail. Last week, TWP opened its first store outside the US on Bruton Street in Mayfair, while in September, Loeffler Randall opened on Chiltern Street in Marylebone, alongside a dedicated UK website.