Quince, the direct-to-consumer brand known for its $50 cashmere sweaters, is expanding into new categories like fragrance and wellness to position itself as more of a lifestyle company.
This week, Quince will start selling collagen powder and electrolyte packs via its online store. It will add more vitamins and supplements in the coming months. Customers can also expect spray perfumes and roll-ons in the first half of 2025, as well as men’s footwear and underwear, lamps, lighting and outdoor and dining furniture. All items will stick to Quince’s business model, which involves sourcing materials directly from manufacturers to keep prices down.
These expansions build on progress Quince has already made in entering into non-apparel categories. In 2023, Quince expanded into women’s footwear, and in 2024, it ventured into cookware, linen bedding and candles. Now, it’s working to market itself as a go-to source for high-quality, cost-efficient basics in all aspects of home, work and the outdoors. In other words, Quince is eyeing “anything that could fall into that essentials category, especially where we feel that consumers have to trade off quality for price,” Antonieta Moreland, head of brand at Quince, told Modern Retail. She added, “The runway is massive.”
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