The news: Direct-to-consumer (D2C) brand Quince raised $120 million in a Series C funding round co-led by Notable Capital and Wellington Management.

Quince has raised more than $350 million in funding to date, per PitchBook.

A sweet spot: The latest funding round validates the retailer’s brand positioning.

• By offering affordable luxury—like $50 cashmere sweaters—it has carved out a niche between fast fashion and high-end luxury, appealing to value-conscious yet style-savvy consumers.
• When the retailer launched in 2020 it sold apparel, accessories, jewelry, and home decor. Since then it has steadily expanded into women’s footwear, cookware, and bedding. This week, it began selling fragrances and wellness products like collagen powder, per Modern Retail.
• Even as it expands its product range, the retailer has stayed true to its strategy—producing items in small batches to minimize waste and maintaining transparent pricing to build consumer trust.

Our take: Quince deeply understands a fundamental retail principle: Know your customers.

By recognizing and delivering what resonates with its customers—a balance of quality, affordability, and sustainability—the brand has evolved into a lifestyle brand without straying from its core identity.

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