The strategy: Quince is making its first international expansion with the launch of a dedicated Canadian website that builds on what the company described as “strong early momentum” following a soft launch in November.

Prices on the Canadian site include duties and taxes upfront, helping shoppers avoid surprise fees at delivery. Paired with free shipping and 365-day returns, the approach is meant to make cross-border shopping feel simple and low-risk. To support the rollout, Quince hired a Toronto-based team to manage local operations and aid growth.

The context: The timing is difficult. Many US brands are facing growing resistance as the “Buy Canadian” movement regains momentum, particularly after Prime Minister Mark Carney recently urged consumers to “Buy Canadian” and “Build Canadian” in response to renewed tariff threats from US President Donald Trump.

That sentiment is showing up in consumer behavior: 63.5% of Canadian consumers said they plan to spend less on US goods, per a Bank of Canada survey conducted last summer.

Implications for retailers and brands: Despite those headwinds, Quince appears to see an opening. Even as trade tensions persist, the brand is betting that its value-priced luxury positioning, combined with localized execution and an on-the-ground team, can resonate in categories where comparable domestic alternatives may be limited.