The news: DTC brand Quince is in talks to raise funding at a valuation of over $10 billion, more than double what it was valued in its last funding round in July 2025, per The Information.

Zoom out: Quince’s new valuation would be a significant vote of confidence in a company that has built a business on copying others—and which is yet to turn a profit, according to Puck.

For now, Quince’s embrace of dupe culture is working in its favor.

• The company tripled sales in 2025 and generates roughly $1.1 billion in annual revenues.
• Its strategy of scraping websites to discover their most popular products and then advertising its knockoffs on Google and Instagram is proving to be an enormously successful customer acquisition tactic.

However, it has also triggered lawsuits from companies like Tapestry, Williams & Sonoma, and Ugg maker Deckers. Quince is now suing the latter over alleged violations of antitrust law.

Despite the precariousness of its operating model, Quince is moving full steam ahead.

• The company expects to triple its workforce before the end of the year (Quince finished 2025 with 1,200 employees).
• It’s targeting a UK launch this year following November’s expansion to Canada—its first international market.
• Quince also plans to grow its US warehouse network; it currently has only one, in New Jersey.

The implications: The current environment favors brands like Quince that can offer quality products—and designer knockoffs—at affordable prices. But the bigger question is whether Quince can build a sustainable business on the back of dupes.

Recent moves indicate that the company is trying to shift its positioning to increase its chances of longevity.

• Quince hired its first head of brand strategy and narrative in late February, with the aim of deepening relationships and emotional engagement with consumers.
• It also partnered with celebrity stylist Erin Walsh and rapper A$AP Rocky to boost its fashion credentials.

However, given the success Quince has seen with its current strategy, it’s unlikely that the company will fundamentally change its approach to product development and marketing unless market forces—and lawsuits—dictate otherwise.

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