Quince expands third-party assortment beyond its private label

By James Calloway

Therabody became Quince’s first third-party brand partner in June 2025, launching in The Beauty Atelier, as the online direct-to-consumer retailer began adding outside names to its own-label assortment. Modern Retail reported that the launch placed an outside brand inside Quince’s luxury beauty and skin-care marketplace. The launch marked the retailer’s first move beyond a model built around its own products.

When did Quince begin adding outside brands?

Modern Retail established a dated starting point in June 2025, then described a wider partner roster without attaching a separate start date or performance figure to every brand. Supergoop, Fresh and Foreo followed Therabody in beauty, along with other popular brands. The selection then extended into cookware and homeware through another group of partners.

Why is Quince opening its platform?

For years, Quince was known for offering luxury products at affordable prices through a direct model, according to Modern Retail, a positioning the third-party strategy now complements rather than replaces. Modern Retail described the change as “a strategic shift to evolve with its customers.”

Modern Retail also reported: “Quince will continue opening its platform to select third-party brand partners.” The practical shift resembles adding selected branded departments to a single-label catalog.

Which categories now carry outside brands?

Modern Retail reported that Quince’s partner roster now spans beauty, wellness, cookware and homeware, while its wholesale agreements also extend to wine, and the company remains selective about which partners enter.

Modern Retail listed the additions this way:

• Beauty and skin care: Therabody, Supergoop, Fresh and Foreo, among others.
• Cookware and homeware: Staub, Fellow and East Fork.

Modern Retail said the wholesale agreements involve established names and give customers access to curated products alongside the core Quince-label assortment.

How do partnerships fit Quince’s own product push?

Modern Retail’s chronology places the outside-brand partnerships after Quince invested in launching its own beauty and wellness products, indicating that the retailer planned to widen choice around an expanding own-label core. Modern Retail’s account presents the two efforts as complementary rather than a replacement strategy: Quince retains its own label while adding established names and curated outside products.

What new formats is Quince testing?

After years of operating strictly as an online direct-to-consumer brand, Quince is now testing physical pop-ups and sample sales, according to Modern Retail, adding in-person formats to its operating model. The report did not specify pop-up locations, sample-sale dates or sales results.

Quince is expanding its partner roster and testing new retail formats at the same time, according to Modern Retail. The publication supplied no financial metrics for either effort.

What should established suppliers watch?

Modern Retail said Quince will continue opening its platform to selected third-party partners, making curated wholesale deals a stated route for established brands seeking placement on its site. The report supplied no sales figures, partner totals or rollout timetable.

The next proof point is whether Quince can scale those relationships while expanding its own beauty and wellness range and testing physical pop-ups and sample sales.