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- Why the San Francisco sample sale became an event people lined up for
- How Quince turned studio samples into a retail moment
- What shoppers loved: top categories and surprise purchases
- In-person sales as a discovery and research tool for a DTC brand
- Quince’s growth story and why it’s testing brick-and-mortar
- Customer reactions and the social buzz around the event
- What’s next: pop-ups, more sample sales or permanent stores?
Shoppers queued in the sun for hours, carrying tote bags, dogs and high expectations. What began as a digital-first brand’s trial in San Francisco turned into a weekend spectacle of candles, towels and the now-famous cashmere sweaters.
Why the San Francisco sample sale became an event people lined up for
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The two-day sample sale attracted massive crowds and long waits. Lines wrapped around several city blocks. Some shoppers arrived hours early to secure a spot.
- Wait time: up to 2.5 hours for many attendees.
- Transactions: roughly 600 sales processed during the weekend.
- Average basket: shoppers bought about three items each.
- Sell-through: inventory ran out six hours before the scheduled closing.
How Quince turned studio samples into a retail moment
Quince pulled items used in shoots and fittings from its San Francisco HQ. These pieces were often one-offs, not typical clearance stock.
The brand shelved worn samples after models tried them. Over time, those garments accumulated in the office. The sale cleared space and let customers buy unique pieces.
What made these items different from normal sample-sale finds
- Many products were one-of-a-kind.
- Several items had been used in photo shoots or modeled in studio.
- The assortment included apparel, home goods and accessories all together.
What shoppers loved: top categories and surprise purchases
Home goods and knitwear led demand. Towels, bedding and cashmere drew the most attention.
- Cashmere sweaters remained a major draw.
- Soft home items—towels and linens—sold exceptionally well.
- Coats and men’s pieces also moved fast.
Many people who came for one item left with a basket of different categories. Linen, bath towels and small home accents converted browsers into buyers.
In-person sales as a discovery and research tool for a DTC brand
Quince used the event to learn directly from customers. Digital channels give feedback, but the sample sale offered real-life interactions.
Staff watched shoppers handle fabrics, compare textures and share how Quince fits in their homes. Those moments revealed what categories to prioritize next.
Concrete insights from face-to-face interactions
- Customers wanted to touch cashmere and feel linen in person.
- Shoppers showed staff photos of Quince furniture and cookware at home.
- Long lines functioned as organic advertising, drawing new customers.
Quince’s growth story and why it’s testing brick-and-mortar
Launched in 2020, Quince built its name with budget-friendly cashmere and expanded fast into apparel and home. The company sources directly from factories to keep prices low.
- Series A: $50 million raised in 2021.
- Recent funding: $500 million raised at a $10.1 billion valuation.
- Sales milestone: more than $2 billion in sales over a 12-month span.
As the brand grows, pop-ups and sample sales act as low-risk ways to test physical retail without committing to permanent stores.
Customer reactions and the social buzz around the event
Attendees filmed their hauls and posted reactions on social platforms. Viral clips showed excitement over unexpected finds and great prices.
- Many buyers were existing online customers.
- New shoppers discovered Quince by seeing the crowd in person.
- Social posts amplified the event, bringing additional foot traffic.
What’s next: pop-ups, more sample sales or permanent stores?
Quince is watching demand closely. The brand has run pop-ups in New York, Los Angeles and Toronto this year to preview wider assortments.
There’s no public calendar for a repeat sample sale yet. Company leaders say they’re open to more live events and are evaluating longer-term retail options.
For now, the priority is understanding which categories customers want to interact with in person, and which formats best convert that interest into sales.
