What Soak & Sleep does

Soak & Sleep is a UK-based direct-to-consumer e-commerce retailer specializing in bedding and bath products, founded in 2007 and operating from Godalming, Surrey. The company sells a comprehensive range of duvets, pillows, bed linen, mattress toppers and protectors, towels, bedspreads, mattresses, and sleep accessories, with materials spanning synthetic, feather and down, wool, silk, French linen, Egyptian cotton (200-1000 thread count), and Supima cotton. Its go-to-market is primarily DTC through a Shopify-powered storefront with Shop Pay accelerated checkout, supported by Klaviyo-driven email marketing, paid search and social campaigns across Google, Facebook, Instagram, TikTok, YouTube, and Pinterest, and third-party marketplace listings.

The business operates on a one-time purchase revenue model with no subscription component, supplemented by a B2B wholesale channel offering a 15% trade discount to hotels, holiday lets, and hospitality businesses. Pricing spans entry-level products (pillows from £15) to premium offerings (1000TC Supima cotton bed sets up to £332.50), with a value proposition built around quality materials, free delivery and returns, and a "buying well and buying once" sustainability narrative. Customer trust is anchored by 30,000+ Trustpilot reviews with an "Excellent" rating.

The company runs a lean operation of 11-50 employees under founder-CEO Charlie Hunt, with Stuart Smith as CFO and Sarah Smith as Head of Buying & Merchandising, and appears to be bootstrapped with no disclosed external funding. Technology infrastructure is standard e-commerce: Shopify storefront, Fastly CDN for SSL, PCI-compliant Shop Pay checkout, and Pandectes-powered GDPR cookie consent management. Distribution is UK-domestic, and the company holds no patents, has made no disclosed acquisitions, and has no AI/ML capabilities evidenced in the data.

Name

Soak & Sleep

Legal name

Soak & Sleep

Website

https://soakandsleep.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Soak & Sleep is a UK-based direct-to-consumer e-commerce retailer selling bedding and bath products (duvets, pillows, linen, towels, mattresses) to individual consumers and a smaller wholesale hospitality base, operating a Shopify storefront with 30,000+ Trustpilot reviews.

Ownership category

akta.pro rank

Product category

Bed & Bath Home Textiles Retail

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)

akta.pro secondary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

Keywords

• Bedding products
• Home textiles
• Bed linen
• Bath towels
• Mattress toppers

Headquarters

HQ city

Guildford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Revenue generated from direct online sales of bedding and bath products to consumers through their e-commerce storefront, including duvets, pillows, bed linen, towels, mattress toppers, protectors, bedspreads, and mattresses. Sales occur through one-time purchase transactions with no subscription component.
2. Wholesale Channel: Business-to-business sales channel offering exclusive 15% discount for wholesale customers, targeting hotels, holiday lets, and hospitality businesses

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Soak & Sleep is an online retailer that sells bedding and bath products directly to UK consumers through its own e-commerce storefront, including duvets, pillows, bed linen (French linen, Egyptian cotton, Supima cotton, silk), mattress toppers, protectors, towels, bedspreads, mattresses, and sleep accessories. The company also operates a wholesale channel supplying hotels, holiday lets, and rental properties with bulk bedding at preferential pricing. All products are offered under a "finest materials at the fairest prices" positioning, with free UK delivery and returns.

Product overview

Soak & Sleep is a UK-based online bedding and sleep products retailer operating as a single unified e-commerce platform. The product portfolio centers on complete bedroom and bathroom textile solutions, organized across nine core product lines: Duvets (available in feather/down, wool, natural, synthetic, and silk fillings with various tog ratings), Pillows (offered in multiple firmness levels and fillings including memory foam, microfibre, and natural materials), Bed Linen (including French linen, Egyptian cotton from 200-1000 thread count, Supima cotton, organic cotton, and silk), Protectors (mattress, pillow, and duvet protectors with waterproof, anti-bed bug, and temperature-regulating features), Mattress Toppers (in various fillings and firmness levels), Towels (Egyptian cotton and Supima cotton bath products), Bedspreads & Throws (in wool, cotton, cashmere, and faux fur), Mattresses (pocket sprung, memory foam, and natural filled options), and Accessories (eye masks, socks, hair accessories). The company also operates a wholesale division for trade customers. All products emphasize quality materials at competitive price points, with strong sustainability messaging around buying well and buying once.

Differentiator

Problem solved

Functional benefit

Products and services

• Duvets Seasonal and year-round duvets available in multiple fillings (feather & down, wool, natural, synthetic, anti-allergy, silk) and tog ratings from 3 to 18, including bestsellers such as Duck Feather & Down, Soft as Down, Luxury Pure Silk, and Hungarian Goose Down, sold online to UK consumers with free delivery.
• Pillows Extensive pillow range offered in soft, medium, and firm options for side, front, and back sleepers, with fillings including down & feather, natural, synthetic microfibre, memory foam, wool, silk, hollow fibre, and anti-allergy varieties, available from budget to premium price points.
• Sleep Accessories Sleep accessories including eye masks, socks and slippers, and hair accessories intended to complement the bedding and bath range.
• Sale Products Discounted bedding and sleep products across all categories including duvets, pillows, bed linen, protectors, mattress toppers, towels, and bedspreads, with promotional discounts of up to 40-70% off.
• Wholesale / Trade Program B2B wholesale channel offering the same bedding and bath product range at an exclusive 15% discount for logged-in wholesale accounts, targeted at hotels, holiday lets, B&Bs, and rental property operators needing bulk supply with consistent quality.

Quantifiable outcome

• 30,000+ customer reviews on Trustpilot

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• TrustpilotcoreOthersThird-party review platform used to collect and publish customer reviews. Trustpilot acts as a data processor under GDPR, sending review invitation emails after orders and publishing reviews for the business. This partnership provides social proof and builds customer trust through transparent review display.
• KlaviyocoreTechnology or IntegrationEmail service provider (ESP) used for sending, tracking, and reporting on bulk email communications to customers including newsletters, promotional offers, and transactional emails. Klaviyo enables targeted email marketing campaigns and customer segmentation.
• Google (Analytics & AdWords)coreGTM or Marketing PartnerGoogle Analytics provides website traffic analysis and user behavior insights using cookies. Google AdWords enables remarketing advertising to previous website visitors across Google's network of partner sites and search results.
• Facebook (Meta)minorGTM or Marketing PartnerFacebook Conversion Tracking Pixel implementation enabling measurement of ad campaign effectiveness and audience targeting for social media advertising on Facebook and Instagram platforms.
• Shop PaycoreTechnology or IntegrationAccelerated checkout payment solution powered by Shopify that enables returning customers to complete purchases faster using stored payment and shipping information. Card data is handled exclusively by Shop Pay and never shared with Soak&Sleep.
• FastlycoreTechnology or IntegrationContent delivery network (CDN) provider powering SSL/TLS certificates for secure customer connections. Fastly enables encrypted data transmission protecting personal and payment information during online transactions.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Dreams: UK's largest specialist mattress and bed retailer, selling mattresses, bed frames, and bedding primarily through showrooms and online. Competes directly with Soak & Sleep in the UK sleep/bedding category with overlapping product range and target consumer.
• Eve Sleep: UK-born DTC mattress and sleep accessories brand selling mattresses, bed linen, pillows, and bedding directly online. Closest category peer in business model (DTC e-commerce) and product mix (mattresses + sleep accessories), competing for the same UK online bedding shopper.
• Simba Sleep: UK-based DTC mattress and sleep products brand offering mattresses, pillows, duvets, and bedding online. Direct competitor in the DTC sleep/bedding category with comparable GTM and overlapping product portfolio targeting UK consumers.
• Feather & Black: UK premium bed and bedding retailer offering mattresses, bed frames, and luxury bed linen both online and via showrooms. Overlaps with Soak & Sleep in premium bedding/linen, mattresses, and pillows for the UK mid-to-premium consumer.
• Dusk (DUSK.com): UK bedding DTC retailer offering duvets, pillows, bed linen, and mattress toppers directly online with promotional-heavy merchandising. Closely mirrors Soak & Sleep's DTC bedding playbook, product range, and discount-led conversion model.
• The White Company: UK premium home and bedding retailer selling duvets, bed linen, towels, and sleep accessories online and through stores. Comparable breadth of bedroom and bath textile range at a higher price tier, targeting overlapping UK home consumers.
• Christy (Christy towels & bedding): Heritage UK towel and bedding brand selling towels, bed linen, duvets, and pillows online and through retail partners. Directly comparable product mix (towels + bedding) and UK consumer base, with similar mid-tier pricing positioning.

Broad incumbents

• Dunelm: UK's largest home furnishings retailer with extensive bedding, mattress, towel, and bath ranges across stores and online. Competes broadly with Soak & Sleep across all nine product categories but at much larger scale and lower price tiers.
• John Lewis & Partners (Home): UK department store and online retailer with a substantial home category including bedding, mattresses, towels, and sleep products. Overlaps with Soak & Sleep across the full sleep/bath range but as part of a much broader general merchandise assortment.

Emerging players

• Brook + Wilde: UK premium DTC mattress and sleep accessories brand selling luxury mattresses, bed linen, pillows, and bedding online. Niche overlap with Soak & Sleep's premium end (Hungarian Goose Down, Supima tier) and shared DTC model in the UK market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Soakandsleep
• Facebookfacebook.com/soakandsleepUK
• Instagraminstagram.com/soakandsleep?igsh=MWNodWsyenY2MXo3eA==
• TikToktiktok.com/@soakandsleep?_t=Z-8xsxs4BY2KM&_r=1
• Pinterestpin.it/5wxkROSpD
• Xx.com/SoakandSleep

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Soak & Sleep