The New Standard: Inside Quince’s Bid To Win The Home Market

Welcome to The New Standard, Forbes Vetted’s series spotlighting the home and kitchen brands redefining what “exceptional” looks like. They’re the companies doing things differently: obsessing over quality, design and long-term value, exactly as we do.

Quince built its reputation on a simple premise: high-end design without the high-end markup. Best known for $50 cashmere sweaters and washable silk dresses, the brand quietly extended its formula to the home in 2021, starting with bedding and bath and expanding into furniture, rugs, curtains, wall art, kitchenware and more. Four years in, that home line feels less like an experiment and more like a contender.

Four years in, Quince's home line feels less like an experiment and more like a contender.

Illustration: Forbes / Image: Retailer

The move might seem unexpected, but it was actually a logical extension of the brand’s existing playbook. Quince’s apparel business was already beloved by customers who want fine materials at prices that feel suspiciously fair, so bringing that same equation to interiors was the next obvious step. “We saw a huge opportunity to reimagine what luxury home essentials could look and feel like without the traditional retail markup,” says Danielle Hurhula, Quince’s head of home merchandising. “The response has been incredible."

Hurhula approaches the home category with a clear sense of what the brand should—and should not—be. “I grew up in a very design-oriented family and tagged along to many of the leading industry home shows with my mom, an art professional,” she says. “Even as a child, I remember admiring the luxury brands from afar, appreciating the quality and aesthetic but thinking that the majority felt intimidating, precious and out of reach."

That’s not what Quince stands for, she says. “It’s not good enough just to look and feel beautiful,” she says, stressing that she herself tests each product at home before launch. “Our products need to hold up to real life, like spills on sofas, stains on rugs and years of repeated laundering.” That real-life sensibility extends to the buying process: Quince includes free white-glove furniture delivery and offers a generous return policy (including accepting returns on used bedding for up to a year).

Quince’s ability to keep prices low without sacrificing quality comes from a factory-direct model that cuts out traditional retail markups: The company works directly with a network of manufacturers, many family-owned, and building that sort of supply chain means balancing quality control with speed-to-market. As Hurhula states, Quince doesn’t run wholesale and avoids overproduction.

And though bedding and bath were the starting point, the home line has since moved into bigger-ticket categories—think solid oak tables and Italian leather sofas. "Furniture was the biggest departure from home textiles, which we’re most known for,” Hurhula says. “It established us as a true whole-home brand.” Interestingly, though, it’s the lower-profile categories that have built the most momentum for the brand. Curtains are one of Quince’s most consistent sellers, with styles selling out quickly; outdoor furniture, launched late in the 2025 season as a test, saw some pieces sell out in a week.

The kitchen category has followed a similarly interesting path. The brand began with five-ply stainless steel cookware made in a family-owned factory in Italy, later adding a ceramic line. Then, Quince began partnering with select stand-out makers, most notably East Fork, the North Carolina-based ceramics company known for its small-batch production and cult following. “The majority of our home assortment is designed and developed in-house,” says Hurhula. “But we do selectively partner with brands that share our values around quality and timeless design.”

East Fork’s work, she notes, fits that brief to a T: “We deeply admire their craftsmanship."

The result of all this strategizing is a home collection designed not to replace your one-off vintage finds or occasional splurges, but to serve as a durable, high-quality foundation. "We aren’t trying to replace that tapestry from your travels," Hurhula reiterates. “Quince’s goal is really to curate the essentials.”

It’s a steep climb from silk blouses to whole-home, but Quince is making it look deliberate and surefooted. And if the early results are any indication, its home ambitions are well-placed.