Quince Opens Its DTC Platform to Third-Party Brands

By Tom Whitfield

Quince, the retailer built on a direct-to-consumer model that delivered luxury products at affordable prices, is systematically opening its platform to established third-party brands.

Therabody became the first external partner to launch on Quince in June 2025. The wellness device maker debuted inside The Beauty Atelier, Quince's luxury beauty and skin-care marketplace. That first move set the template.

What brands have joined Quince?

Since the Therabody launch, a roster of recognized beauty names has followed into The Beauty Atelier. They include:

• Supergoop
• Fresh
• Foreo

The expansion extends well beyond beauty. Cookware and homeware brands have joined the third-party selection, including Staub, Fellow and East Fork.

Quince said it will continue opening its platform to select third-party brand partners as part of a strategic shift to evolve with its customers. The online retailer has struck wholesale deals with established names across beauty, wellness, cookware and even wine.

The structure preserves the core proposition. Customers get access to curated external products alongside the assortment sold under the Quince private label, which remains the backbone of the business.

Why is Quince changing its model?

The move marks a significant evolution for a company long defined by its direct model. For years, Quince positioned itself as the alternative to traditional retail: no wholesalers, no external brands, luxury-grade goods at lower prices by cutting out intermediaries.

Carrying other brands breaks with that logic. It signals that Quince now sees its customer relationships, not its sourcing model alone, as the primary asset.

The third-party partnerships did not come out of nowhere. Quince first invested in launching its own beauty and wellness products, building internal capability in the category before recruiting outside names to broaden the offer.

What other formats is Quince testing?

The brand marketplace is one of several experiments now running at the company. After years of strictly operating as an online DTC brand, Quince is testing physical retail through pop-ups. It has also run sample sales, one of which sold out six hours ahead of schedule.

Taken together, the initiatives sketch a retailer diversifying on three fronts at once: category, brand mix and channel.

The takeaway in plain words: Quince is converting a single-label DTC shop into a curated multi-brand marketplace, and its early physical-format tests suggest the company no longer sees the direct model as the ceiling of its ambition.