Inside Quince’s Quest to Sell Luxury Goods for Less

The Journal.

The Wall Street Journal

Daily News, Business News, News

4.2 • 5.3K Ratings

🗓️ 1 December 2025

⏱️ 20 minutes

🔗️ Recording | iTunes | RSS

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Summary

Quince is seemingly everywhere. Since launching in 2018, the brand has built an e-commerce empire that brings in $1.1 billion annually, and has catapulted to the top of the "dupe" economy. But the company’s strategy of making its own versions of best-selling products has run into some pushback from competitors. WSJ’s Chavie Lieber takes us inside Quince’s strategy and ensuing legal battles. Jessica Mendoza hosts. Further Listening: - Smucker, Trader Joe's and a Battle Over PB&Js - Why Is Everyone Obsessed With Labubus? - How Target Got Off Target Sign up for WSJ’s free What’s News newsletter. Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0	It's Cyber Monday, and if your inbox is anything like mine, you've gotten dozens and
0:10.2	dozens of emails from companies all claiming to have great deals for holiday shopping.
0:14.9	One of the emails I got is from a brand that I've been a customer of for a while now.
0:19.6	It's called Quince.
0:22.7	Can someone explain to me what the Quince brand is?
0:25.0	Has anyone ordered from Quince?
0:27.4	Have you guys heard of Quince?
0:29.3	Quince is a website that makes very fashionable and very trendy essentials.
0:36.9	That's our colleague Javi Lieber.
0:38.9	She covers fashion and culture and has been reporting on Quince.
0:42.2	It has that aesthetic that millennials find irresistible.
0:46.4	There's a lot of beige, a lot of browns.
0:49.2	A lot of neutrals.
0:50.2	A lot of neutrals.
0:52.1	They make the things that you could see folding into your everyday life.
0:57.5	Quinn sells all kinds of products, from bed linens to furniture to clothes.
1:02.2	The idea is everyday essentials that feel luxes.
1:05.2	Think silk shirts, cashmere sweaters, and Italian leather purses.
1:09.6	And, you know, they sort of market and package
1:12.4	their products in a way where you feel like, yes, this is the thing that I'm looking for and
1:16.2	this is what I need. Quince's products mirror best-selling luxury items from other popular
1:21.4	brands, but they cost way less. Havi saw that concept in action at Quince headquarters.
	...

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