Quince, a US-based retailer selling “high-quality essentials at a price within reach”, has launched in its first market outside of North America.

The brand has brought its selection of clothing, leather goods, jewellery, beauty products and homewares to the UK. Its website offers Mongolian cashmere jumpers for £50, suede bags for under £100 and goose down puffer jackets for £75, with direct price comparisons to popular luxury brands on each item.

The company claims to offer quality that rivals that of luxury brands at a fraction of the cost by sourcing directly from manufacturers, shipping items from factories around the world straight to customers.

The company also utilises AI to predict weekly demand, future fashion trends and ideal shipping routes.

These changes allow it to sell goods for up to 70 per cent less than designer brands, a model that has proved highly effective. Quince generated around $1 billion in revenue in 2025 and claims to reach nearly 32 million users monthly in North America. A $500 million March funding round valued the company at $10.1 billion.

The funding round, led by investment group ICONIQ Capital, was aimed at allowing the company to expand internationally, and the UK has become its first market outside the US and Canada.

The brand’s business model has not been without controversy, however. Last year, Williams-Sonoma, the US homewares group that owns brands including Pottery Barn, sued Quince over allegedly misleading customers by providing a comparison between its products and those of more expensive brands. The case was dismissed by a judge in September, but Williams-Sonoma was given a chance to amend its complaint.

Quince also fought off a patent case brought by Ugg owner Deckers earlier this year after a jury found the patent covering the “duped” boot design was invalid.

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