Quince
An American direct-to-consumer e-commerce company selling apparel, accessories, jewelry, home goods, wellness products, and beauty products.
Last updated August 31, 2026
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Overview
Quince is an American e-commerce company headquartered in San Francisco, California. It began in 2019 under the name Last Brand and adopted the Quince name in June 2020 before publicly launching in October of that year. The company presents itself as a manufacturer-to-consumer, or M2C, business: it works with manufacturing partners, reduces traditional layers of wholesale and retail distribution, and sells products directly to customers through digital channels. The brand's assortment spans apparel, accessories, jewelry, home goods, wellness, and beauty. Its product proposition has centered on familiar wardrobe and household categories, including basics, cashmere, silk, leather goods, handbags, luggage, bedding, and other everyday items. Quince has generally positioned these products as offering quality materials and construction at prices below comparable offerings from established premium brands. The company also emphasizes supply-chain visibility, direct relationships with partner factories, and the use of selected lower-impact or recycled materials, although individual sustainability claims depend on the product and manufacturing process. Digital customer acquisition has been an important part of the business. Quince has used social-media advertising and online merchandising to build awareness, while its direct sales model allows it to control product presentation, pricing, and customer data without relying primarily on department stores or other conventional retail intermediaries. This model places the company within the broader digitally native and value-oriented premium apparel sector, alongside brands that combine online distribution with simplified assortments and direct pricing. The company attracted venture financing from Founders Fund, 8VC, Basis Set Ventures, Insight Partners, and DST Global. It was included in Forbes' 2023 Next Billion-Dollar Startups list. In January 2025, Quince announced a $120 million Series C financing led by Notable Capital and Wellington Management. Bloomberg subsequently reported a Series D financing in July 2025 at a valuation above $4.5 billion, with Iconiq Capital leading the round; reference materials also describe $461 million raised during July 2025, although the relationship between the reported financing figures is not fully clear from the available material. Quince has remained privately held. Reference material reported approximately 800 employees and about $1.1 billion in annual revenue as of November 2025, but those figures should be treated as period-specific reported figures rather than audited public-company disclosures. In 2026, the company launched a Canadian website, extending its service beyond the United States. Its international expansion, broader category range, and additional financing indicate an effort to develop Quince from a digitally native apparel label into a wider direct-to-consumer lifestyle business. The company has also faced several intellectual-property and advertising disputes. Tapestry, the owner of Coach, sued Quince in April 2025 over alleged trade-dress infringement involving two Coach handbag designs. Williams-Sonoma filed a lawsuit in November 2025 alleging that Quince used misleading advertising concerning comparable product quality and pricing. Quince has additionally been involved in disputes involving Yeti, Deckers Outdoor's UGG brand, and the San Francisco restaurant named Quince. In the Deckers matter, a jury reportedly invalidated the patent at issue but found that the challenged Quince design would have infringed it had the patent remained valid. These cases form an important part of the brand's recent legal and competitive context.
History
Quince was established in 2019 as Last Brand, a digitally oriented retail venture intended to connect customers more directly with manufacturing partners. The company changed its name to Quince in June 2020 and publicly launched in October 2020. From the outset, its commercial proposition was based on a manufacturer-to-consumer model. Rather than depending principally on conventional wholesale distribution, Quince worked with partner factories and sold goods directly to consumers through its online business. This structure was designed to reduce the number of intermediaries between production and purchase. Quince used the resulting control over sourcing, merchandising, and digital distribution to promote products as relatively high quality while maintaining prices below many established premium competitors. Social-media advertising and other online marketing methods helped the company acquire customers and communicate its value proposition. The business initially gained recognition for apparel and wardrobe staples, especially products associated with premium materials such as cashmere and silk, and later expanded across accessories, jewelry, and home categories. Over time, Quince broadened its scope beyond clothing. Its assortment came to include home goods, wellness products, and beauty products, turning the brand into a wider lifestyle retailer rather than a narrowly focused apparel label. The company also highlighted supply-chain transparency and selected sustainability attributes, including material and production choices presented as more responsible than conventional alternatives. These claims are product-specific, and the available reference material does not establish a single universal sustainability standard for the entire assortment. Quince financed its growth through private investment. The company publicly disclosed an $8.5 million seed round backed by Founders Fund, 8VC, and Basis Set Ventures, and later attracted investment from firms including Insight Partners and DST Global. Forbes included Quince on its 2023 Next Billion-Dollar Startups list, reflecting the company's growth prospects in digitally native retail. In January 2025, it raised $120 million in Series C financing led by Notable Capital and Wellington Management. Bloomberg reported another financing round in July 2025, described as Series D and led by Iconiq Capital, at a valuation above $4.5 billion. Reference material also reports $461 million raised in July 2025, but the available account does not clarify whether that figure represents a separate round, an aggregate amount, or a different characterization of the financing. By November 2025, reference material described Quince as employing roughly 800 people and generating approximately $1.1 billion in annual revenue. Because Quince is privately held, these figures are not equivalent to standardized public-company filings. The company continued international expansion in 2026 with the introduction of a Canadian website, adding Canada to its United States business. The brand's growth has occurred alongside legal challenges. Tapestry filed suit in April 2025, claiming that two Quince handbag designs copied protected Coach trade dress. Williams-Sonoma brought a separate case in November 2025, alleging false advertising related to claims that Quince products offered comparable quality at lower prices. Quince has also been involved in intellectual-property or trademark disputes with Yeti, Deckers Outdoor's UGG business, and the Michelin-starred San Francisco restaurant Quince. In the Deckers proceeding, the jury reportedly invalidated the relevant patent while also finding that the Quince design would have infringed the patent if it had been valid. A trademark dispute involving the restaurant was later settled. Together, these matters illustrate the legal exposure associated with Quince's comparative advertising, private-label-style product development, and use of brand names across a broad retail assortment.
- 2026
Canadian expansion
[1]The company launched a Canadian website, expanding its online service beyond the United States.
- 2025
Series C financing
[1]Quince raised $120 million in a Series C round led by Notable Capital and Wellington Management.
- 2023
Named to Forbes Next Billion-Dollar Startups
[1]Forbes included Quince in its Next Billion-Dollar Startups list.
- 2020
Rebranded as Quince
[1]Last Brand adopted the Quince name in June 2020.
- 2020
Public launch
[1]Quince publicly launched its direct-to-consumer business in October.
- 2019
Company founded as Last Brand
[1]The business that became Quince was founded under the name Last Brand.
Products and positioning
Digitally native, value-oriented premium lifestyle brand using a manufacturer-to-consumer model to offer quality-focused products at comparatively accessible prices.
Clothing · 2020
Apparel
Quince's apparel range forms the core of its original proposition and includes everyday basics, knitwear, cashmere, silk garments, and other wardrobe staples. The category is marketed around material quality, simplified direct pricing, and practical designs intended for regular use.
Fashion accessories
Accessories and jewelry
The accessories assortment extends the clothing business with items such as handbags, leather goods, and jewelry. These products support Quince's effort to operate as a broader lifestyle brand while retaining its emphasis on direct online distribution and accessible premium positioning.
Home furnishings and textiles
Home goods
Quince sells home-related products, including household goods and textiles. The category applies the company's manufacturer-to-consumer proposition to products outside apparel and gives the brand a larger role in customers' everyday living and home purchases.
Personal care and wellness
Wellness and beauty
Wellness and beauty products broaden Quince's catalog into personal-care and lifestyle categories. Available reference material identifies these categories but does not provide a complete product-level chronology or assortment list.
Controversies
2025
Coach trade-dress lawsuit
Tapestry, the owner of Coach, sued Quince in April 2025, alleging that two Quince handbag designs infringed Coach trade dress.
2025
Williams-Sonoma false-advertising lawsuit
Williams-Sonoma filed suit in November 2025, alleging that Quince used false or misleading comparisons concerning quality and lower prices.
Intellectual-property and trademark disputes
Quince was also involved in disputes involving Yeti, Deckers Outdoor's UGG business, and the Michelin-starred San Francisco restaurant Quince. The restaurant dispute was later settled. In the Deckers case, the jury invalidated the patent at issue but found that the Quince design would have infringed it if the patent had been valid.
Brand decisions
2026
Expanded online operations into CanadaStrategyBackground
Quince had operated primarily in the United States and sought to extend its direct online retail model internationally.
Action taken
The company launched a Canadian website.
Aftermath
Canada became an additional operating market, although the available material does not describe the scale or performance of the expansion.
2025
Raised Series C financingM&ABackground
Quince sought additional private capital to support the growth of its direct-to-consumer retail platform.
Action taken
The company raised $120 million in a Series C round led by Notable Capital and Wellington Management.
Aftermath
The financing reinforced Quince's status as a high-growth private commerce company and preceded further reported financing later in 2025.
Series C financing. $120 million raised (January 2025)
2020
Adopted a manufacturer-to-consumer modelStrategyBackground
Quince was created around the idea of selling goods made by partner factories directly to customers rather than relying primarily on traditional wholesale and retail channels.
Action taken
The company built an online retail model focused on direct fulfillment, digital merchandising, and comparatively accessible pricing.
Aftermath
The model became the central element of Quince's brand proposition and supported expansion from apparel into broader lifestyle categories.
Recent events
Sources2 sources
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