Quince’s out-and-proud dupe strategy has landed the company in legal hot water once again. Williams-Sonoma, Inc., which owns the namesake brand as well as Pottery Barn and West Elm, has sued Quince for false advertising. In a California lawsuit filed in November, Williams Sonoma claims the popular online retailer deceives shoppers when it describes sofas and pans as being “like Williams Sonoma, but half the price.”

Williams Sonoma’s lawyers call Quince’s strategy, which includes listing competitor’s brands and prices on its product pages, a “bait-and-switch advertising campaign,” claiming “Quince’s goods are nowhere near the same quality as the products it purports to mimic.” The legal team also alleges that Quince inflated the price of a Pottery Barn sectional sofa by $1,550 to make the

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