QUINCE / 2022–2023

Building a $10M Business From Zero.

Building a $10M Business From Zero.

Business Building / Product Strategy / Merchandising / Creative Direction

The Opportunity

The Opportunity

I was hired to build Kids, Baby, and Maternity from zero, owning the strategy, assortment, and development of a new business that grew to $10M in its first year.

I was hired to build Kids, Baby, and Maternity from zero, owning the strategy, assortment, and development of a new business that grew to $10M in its first year.

Kids & Baby strategy

From insight to assortment.

I built the assortment around distinct customer needs and shopping behaviors, using market data, trend insight, competitive research, and customer feedback to identify where Quince could win. Each category had a clear role within the business, from establishing whitespace to driving repeat purchase and capturing key seasonal demand.

01

Cashmere — Finding the whitespace.

01

Cashmere — Finding the whitespace.

02

Sleepwear — Designing for repeat purchases.

02

Sleepwear — Designing for repeat purchases.

Extended one of Quince’s hero categories into Kids & Baby, creating an accessible, easy-care cashmere offering and a natural Mommy & Me connection to the existing business.

Entered a high-frequency category where kids continually size out and replenish, using market data to identify proven silhouettes and trend research to shape color and print.

03

Everday — Expanding the wardrobe.

03

Everday — Expanding the wardrobe.

04

Back-To-School — Capturing seasonal demand.

04

Back-To-School — Capturing seasonal demand.

Expanded beyond hero categories into everyday essentials, developing dresses, denim, tees, and layers that gave customers more reasons to shop Quince for their children.

Built an assortment around one of parents’ biggest shopping moments, expanding into backpacks, lunch boxes, uniforms, and key apparel categories.

Maternity strategy

Built for a new chapter.

Maternity presented a distinct customer need: women wanted to feel comfortable and confident without investing heavily in a wardrobe they would wear for only a few months. I built the assortment around proven demand, balancing core essentials with versatile pieces designed to work throughout pregnancy and beyond.

01

Core Essentials —

Building the foundation.

02

Everyday Fashion — Beyond the basics.

Expanded into elevated, versatile pieces that helped women feel like themselves throughout pregnancy.


Nursing bras, maternity underwear, and everyday essentials designed around comfort, fit, functionality, and repeat wear.


01

Core Essentials — Building the foundation.

01

Core Essentials — Building the foundation.

Nursing bras, maternity underwear, and everyday essentials designed around comfort, fit, functionality, and repeat wear.

02

Everyday Fashion — Beyond the basics.

02

Everyday Fashion — Beyond the basics.

Expanded into elevated, versatile pieces that helped women feel like themselves throughout pregnancy.

Business impact

Business impact

$10M

500+ SKUs

4

First Year Revenue

Built & Managed

Businesses Built From Zero

$10M

First Year Revenue

500+ SKUs

Built & Managed

4

Businesses Built From Zero