American Retailer Quince Launches in UK Offering £50 Cashmere Jumpers
The online brand aims to disrupt the luxury market by providing cashmere essentials at a fraction of the price of competitors like COS and Reiss.
American online retailer Quince, valued at $10.1 billion (£7.6 billion), has launched in the United Kingdom, offering luxury essentials including cashmere jumpers for £50. The brand's expansion into the UK market aims to provide consumers with high-quality items at significantly lower price points than established competitors.
Quince's Mongolian Cashmere Crewneck jumper, priced at £50, is made from 100 percent Grade A Mongolian cashmere. The brand claims its yarn is engineered for optimum softness, fit, and reduced pilling, utilizing a blend of long, fine fibers and specific knit tension. This offering stands in stark contrast to competitors such as COS and Reiss, where similar cashmere jumpers typically range from £129 to £130.
Initial reviews suggest that the Quince cashmere jumper feels more luxurious than its price tag implies, offering a soft and warm texture without bulk. Its classic, understated design is presented as versatile, suitable for both casual and professional settings. The available color palette includes neutrals like ivory and oatmeal, as well as richer shades such as burgundy and navy.
Quince attributes its competitive pricing to a direct-to-consumer business model that bypasses traditional retail mark-ups. While the brand promotes its cashmere as pill-resistant, it advises customers to follow care instructions, recommending hand-washing in cold water and laying flat to dry, or dry-cleaning, to maintain longevity. The fit is described as relaxed and versatile, with a suggestion to size up for a deliberately oversized look. Lighter colors, like ivory, may require attention to ensure desired opacity.
Beyond women's wear, Quince also offers men's cashmere crewnecks starting from £60. The company provides a 365-day return policy on most items and free standard delivery. Quince's entry into the UK market presents a potentially savvy alternative for consumers seeking the aesthetic of understated luxury without the associated designer price tag, though long-term durability remains to be assessed through repeated wear and washing.