Online retailer Quince is in talks with investors to raise a funding round that would value the company at above $10 billion after the investment, according to a person with knowledge of the plans. If the talks are successful, the buzzy online brand would more than double its valuation from its last funding round.

The fundraise follows continued rapid growth at the eight-year-old company, thanks to heavy promotion on Instagram and Google of its reasonably priced alternatives to luxury goods, like cashmere sweaters, and a continued expansion of its product lineup. Quince’s annualized revenue run rate has risen to roughly $2 billion, according to the person.