The news: Quince has generated more than $2 billion in sales over the past 12 months, per Women's Wear Daily. The figure marks a sharp acceleration from the roughly $1 billion in revenues the company was reported to have reached in 2025.

Behind the numbers: Quince’s “affordable luxury” messaging—and unceasing social media ads—is resonating strongly with shoppers who want quality products at lower prices. By explicitly comparing its lineup to similar items from more expensive, often luxury brands, the company positions itself to capitalize on consumers’ love for dupes.

While Quince first gained fame for its $50 cashmere sweaters, it now offers more than 100 categories, extending beyond apparel to beauty, home, jewelry, travel, and even gourmet foods like caviar and champagne. Like Shein, Quince makes limited quantities of each new product, then scales based on consumer demand—a model that allows it to get products to market faster while limiting excess inventory.

Quince’s growth is being driven by returning customers and new product launches, as well as its expansion into categories like home goods and scrubs, which is helping to bring new customers to the retailer, per WWD.

Implications for retail: Quince’s relentless expansion into new products and categories is helping to draw sales its way. Sustaining that growth, however, will depend on its ability to continue delivering quality products at affordable prices.

Where Quince may have an advantage is in its prominence in AI search results. The retailer is seventh on our AI Visibility Index: US Apparel & Fashion Leaderboard, ahead of established players like Levi’s and Old Navy. That strong visibility could give Quince an additional discovery avenue as more shoppers turn to tools like ChatGPT for fashion and beauty advice.