Luxury, But Make It Smart: Quince Officially Lands In Canada

If your home décor and wardrobe dreams include cashmere, linen and elevated basics—without the eye-watering price tags—meet your new obsession. Quince, the cult-favourite brand known for its “high-quality essentials without the luxury markup” philosophy, has officially arrived in Canada. We caught up with Kelly Olsen, the Head of Canada for Quince, to talk timeless staples, transparent pricing, and why Canadians are the perfect match for their effortlessly polished approach to everyday design and dressing. —Noa Nichol

Quince is all about “luxury essentials without the luxury markup”—for Canadians discovering the brand for the first time, what does that actually look like in their closet?

It’s really about finally not having to choose between quality and price. Quince is about beautiful materials – like Mongolian cashmere or European linen- at radically fair prices. And while that can start with your wardrobe, it naturally extends beyond it – into things like bedding, men’s essentials, jewelry, even kids – so that same balance of quality and value, free shipping included, shows up across your whole home and closet.

From Mongolian cashmere to European linen, your materials story is a big part of the appeal—what are a few standout pieces you think Canadians will fall in love with first? .

It’s so hard to choose! My personal favourites right now are our Mongolian cashmere tee, Italian Leather Handwoven Square Toe Ballet Flat, and our UPF 50+ kids swim. My daughter loves the prints in our kid’s swim right now so much that I’ve bought three already. We’re adding new products every week, which makes it fun to keep discovering new favourites across categories.

Canada feels like a natural fit for elevated basics and layering—were there specific styles or categories you knew would resonate immediately here?

Canada felt like a natural fit from the start. There’s a real appreciation here for quality and pieces that can move across seasons, coast to coast.

Products like cashmere, outerwear, and versatile layering pieces were always going to resonate – but so do items like bedding and home essentials, especially in a place where comfort at home matters just as much as what you wear out. We’ve also made the experience really straightforward, which we know Canadians value.

You’ve made pricing fully transparent (duties and taxes included), which feels like a game-changer—how important was it to remove those typical cross-border shopping surprises?

Canadian customers expect quality, transparency, value, and trust – and Quince was built for exactly that. This launch brings Canadians direct access to beautifully made essentials, with upfront pricing, no surprise fees, and a shopping experience designed specifically for their needs

Quince has built a loyal following on timeless, wear-forever pieces—how do you balance trend relevance with that “buy it once, love it for years” philosophy?

Our approach to design is grounded in longevity. We spend a lot of time caring about what consumers want and how we can make the best possible product for them. We listen to their reviews and are constantly updating products to iterate on that feedback. Technology and AI help a lot with that process to deliver the best quality possible. 

The direct-to-consumer model is a big part of your secret sauce—how does cutting out the middleman actually translate into better value for customers?

Traditionally, there are a lot of steps between the manufacturer and the customer – and each one adds cost, not necessarily quality. We’ve taken those extra layers out and work directly with the same world-class manufacturers, so you’re paying for the product itself, not the markup around it.

That applies across everything we make – from apparel to home, jewelry, and kids – and it’s what allows us to offer exceptional quality at a much more accessible price.

You’ve launched with a curated assortment—can Canadians expect the offering to evolve based on local tastes or even climate needs?

We’ve launched with a curated assortment intentionally. It allows us to introduce the brand in a focused way while we learn from Canadian customers. Over time, you’ll see the offering evolve based on local preferences, climate needs, and how people are actually shopping here. We also have some new categories still to launch that I’m really excited about.

Looking ahead, what excites you most about bringing Quince to Canada—and how do you hope it changes the way Canadians shop for everyday luxury?

Being able to finally offer Canadians easier access to Quince in a way that feels built for them is so thrilling! At the end of the day, it’s about making it simpler to find, beautifully made, high-quality essentials at prices that feel fair – so people can trust what they’re buying and don’t have to overthink it.

For someone building a wardrobe from scratch (or refreshing it for the season), what are your top three “hero” pieces from Quince to start with?

I’d point to three core pieces: Mongolian Cashmere Oversized Crewneck Sweater, 100% Washable Silk Maxi Skirt, and the Ultra-Stretch Ponte Straight Leg Pants. Those anchors give you a foundation that works across seasons and occasions, and everything else builds naturally from there.