US brand Quince has entered the UK market, bringing its ‘cut-price luxury’ model to British shoppers.
The San Francisco-based business, which was valued at $10.1 billion (around £7.5 billion) earlier this year, has launched its first market outside North America, selling cashmere, clothing, leather goods, jewellery, beauty products and homewares.
Its UK website offers Mongolian cashmere jumpers for £50, silk blouses for £55 and leather handbags from £95, with the retailer claiming its products offer comparable quality to luxury brands at a fraction of the price.
Quince has made a name for itself in the US by selling affordable alternatives to designer products, capitalising on growing consumer demand for luxury-inspired goods without the designer price tag.
The business cuts out wholesalers and traditional retail distribution, sourcing directly from manufacturers and shipping products to customers.
It claims this approach can save shoppers as much as 70 per cent compared with traditional retail prices.
Quince also uses artificial intelligence to identify popular products and forecast demand, allowing it to place smaller orders with manufacturers and limit excess stock.
Its website features price comparisons against established premium brands, highlighting differences in cost, materials and delivery.
The approach has proved lucrative. Quince generated more than $1 billion in revenue in 2025 and claims to attract 32 million monthly users across North America.
In March, it secured $500 million in funding led by investment firm ICONIQ Capital, more than doubling its valuation to $10.1 billion.
The investment was earmarked for international expansion, with the UK becoming its first market beyond the US and Canada.
Quince is entering an increasingly competitive market for affordable premium products, where brands including Beauty Pie and Rise & Fall have already built businesses around cutting out traditional retail mark-ups.
Unlike many established fashion retailers, Quince has no physical stores, relying entirely on ecommerce. Its UK offer includes free standard delivery and a 365-day returns policy, subject to conditions.
However, the company’s rapid expansion has also attracted legal challenges from established brands over its use of designer-inspired products and comparative advertising.
Williams-Sonoma, the US homewares group behind Pottery Barn, sued Quince last year, accusing it of misleading customers through comparisons between its products and more expensive alternatives.
A US federal judge dismissed the claims in September, although Williams-Sonoma was given an opportunity to amend its complaint.
Quince also successfully defended a design patent case brought by Ugg owner Deckers earlier this year, after a jury found the patent covering the boot design in question was invalid.
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