The news: Quince is looking to bring more third-party brands onto its platform in an attempt to broaden its customer appeal, Dakota Kate Isaacs, head of brand strategy and narrative at Quince, told Modern Retail. The retailer is focusing initially on the beauty and wellness category but sees opportunities to add partnerships in other categories.

The opportunity for Quince: Adding third-party brands on its platform serves several purposes. First, it gives shoppers a broader selection to choose from, offering Quince more opportunities to capture their spending. Second, getting known names like Supergoop and Therabody to sell on its platform could draw shoppers unfamiliar with the Quince brand while also helping to increase the retailer’s credibility.

The opportunity for brands: Partnering with Quince gives brands access to its extensive audience, which is rapidly growing. We expect the retailer’s US sales to more than double this year to $2.29 billion and nearly double again next year—a sign of how strongly Quince’s affordable luxury messaging is resonating with value-conscious shoppers.

Will it work? Quince sees its third-party initiatives as a piece of a broader strategy to make the retailer “a destination for exceptional products,” Isaacs said, whether it makes them itself or buys them wholesale from brand partners. Having more recognizable brands could turn Quince into a more formidable competitor to department stores and specialty beauty retailers—but only if it can give shoppers a good reason to buy Supergoop on its site rather than Sephora’s.

Success will also depend on how many brands Quince can persuade to sign on. The retailer’s core strategy of creating lower-priced versions of other companies’ best-selling products is unlikely to endear it to many brands, while the fear of being copied could cause others to steer clear.