Soft Goat

What Soft Goat does

Soft Goat operates a pure direct-to-consumer go-to-market: an owned e-commerce storefront at softgoat.com with international fulfillment handled by Global E as merchant-of-record for currency, customs, and duties, complemented by two flagship retail stores (Jakobsbergsgatan 3, Stockholm and Prinsens gate 27, Oslo). Marketing is conducted through Instagram, Pinterest, Facebook, email newsletter (offering 10% off the first order), and seasonal sale campaigns, with PR handled through a dedicated press inbox. The technology stack supporting the business includes the Centra e-commerce platform for order and product data, Klarna and Adyen for payment processing (with PayPal as a universal fallback and Vipps in Norway), Voyado for marketing automation, Freshdesk for customer support, Google Analytics for web measurement, and Apprl for affiliate performance marketing. The supply chain is built around 10 subcontractors spanning knitting, woven, accessories, and yarn factories in China (Chifeng, Jiaxing, Hohhot, Tongxiang, Dongguan, Ningbo, Ordos, Xingtai) and Italy (Florence recycled cashmere), governed by a Code of Conduct co-developed with sustainability agency U&We and an Animal Welfare Policy introduced in 2023. The company has published sustainability reports since 2018 and climate reports covering 2019-2021, and began its formal sustainability journey in 2016.

Name

Soft Goat

Legal name

Soft Goat AB

Website

https://softgoat.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Soft Goat is a Swedish luxury knitwear brand specializing in premium cashmere and cashmere-blend garments, selling directly to men and women consumers through its owned e-commerce platform and two flagship retail stores in Stockholm and Oslo, with international shipping handled via Global E.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Soft Goat generates revenue through direct-to-consumer sales of high-quality knitwear. Products are sold at full price and through seasonal sale events (up to 40% off). The company sells via its owned e-commerce platform and two flagship retail stores in Stockholm and Oslo, Sweden.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Soft Goat designs, produces, and sells high-quality cashmere and cashmere-blend knitwear garments for women and men — including Featherlight, Brushed, Fine Knit, and Pointelle ranges — alongside cashmere care accessories. Production is conducted in knitting, woven, and yarn factories located in China and Italy. The products are sold directly to consumers through the brand's own e-commerce site and two flagship stores in Stockholm and Oslo.

Product overview

Soft Goat is a high-quality knitwear brand offering a unified product portfolio centered on cashmere and cashmere-blend garments. The core offering consists of women's and men's knitwear including Featherlight (fine knit tops and sarongs), Brushed (brushed cashmere sweaters), Fine Knit (silk-cashmere blends), Pointelle (cotton-cashmere knits), and basic crewnecks and cardigans. The brand also sells care accessories (Cashmere Wash, Wool Comb, Storage Bag) to support garment longevity. Products are available in various materials including 100% cashmere, wool blends, silk blends, cotton blends, and lyocell-cashmere blends. Collections include the main seasonal collections, Pre Fall 26 transitional line, and sale items.

Differentiator

Problem solved

Functional benefit

Products and services

• Featherlight V-neck A Featherlight cashmere V-neck sweater sold as part of the men's knitwear collection.
• Featherlight Tee A Featherlight cashmere tee available in the men's knitwear collection.
• Featherlight Singlet A Featherlight cashmere singlet (sleeveless top) available in the men's knitwear collection.
• Featherlight Sarong A Featherlight cashmere sarong sold as part of the women's knitwear collection.
• Alpaca Cardigan An alpaca-blend cardigan sold as part of the men's knitwear collection.
• Brushed Crewneck A women's brushed cashmere crewneck sweater.
• Brushed Short Sleeve A women's brushed cashmere short sleeve top.
• Fine Knit Striped Crewneck A women's fine knit striped cashmere crewneck sweater.
• Pointelle Pique A women's pointelle pique knit cashmere top.
• Pointelle Shorts A women's pointelle knit cashmere short.
• Pointelle Singlet A women's pointelle knit cashmere singlet (sleeveless top).
• Capri Pants Cashmere-blend capri pants sold as part of the men's collection.
• Singlet A cashmere singlet (sleeveless top) sold as part of the men's collection.
• Boyfriend Crewneck A men's boyfriend-style cashmere crewneck sweater.
• Cashmere Wash A cashmere care wash product sold as an accessory to maintain cashmere garments.
• Wool Comb A wool comb sold as a cashmere garment care accessory to remove pilling.
• Storage Bag A storage bag sold as a cashmere garment care accessory for off-season storage.
• Soft Goat Loyalty Program (Friend, Insider, Afficionado) A three-tier customer loyalty program (Friend, Insider, Afficionado) offering perks such as a 25% voucher, birthday gift, and an atelier session, designed to reward repeat DTC purchases.

Quantifiable outcome

• Factory with ~500 workers producing up to 10,000 tons of cashmere per year
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

Five partnerships are on record, tiered core and minor.

• KlarnacoreTechnology or IntegrationKlarna is used as a payment partner for Soft Goat's e-commerce checkout. Customers can pay via credit/debit card or bank account transfers through Klarna. In supported markets (Denmark, Finland, Netherlands, Norway, Sweden, Germany, UK, Austria), customers can also pay by invoice via Klarna's 'Invoice - pay in 30 days' service. All payments are processed digitally via Klarna's platform.
• AdyencoreTechnology or IntegrationAdyen handles payment processing for markets where Klarna Checkout is not available, as well as American Express payments in some markets where Amex is not supported in Klarna Checkout. Vipps payments in Norway are also processed through Adyen.
• Global EcoreChannel Partner/ Reseller/ DistributorGlobal E serves as Soft Goat's international ecommerce shipping solution, enabling customers worldwide to shop in their local currency and country. Global E acts as merchant of record for international transactions, handling all customs, duties, tariffs, and taxes at checkout. Orders are subject to Global E's Terms of Sale.
• U&WecoreStrategic or Co-development PartnerSoft Goat partnered with the sustainability agency U&We to develop a comprehensive Code of Conduct that all of their factories have signed. The Code of Conduct is based on internationally recognized principles for protection of human rights, workers' rights (UN general declaration on human rights), environmental protection, and animal welfare.
• MandaleyminorChannel Partner/ Reseller/ DistributorMandaley is listed as a retail employer for a Sales Advisor role in Stockholm, acting as a brand ambassador for both SOFT GOAT and MALINA. This appears to be a separate branded store operated by or for Soft Goat in the Stockholm market.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Uniqlo: Global mass-premium basics retailer (Fast Retailing) offering cashmere and knitwear at accessible price points. Uniqlo is comparable to Soft Goat as a knitwear competitor but operates at vastly larger scale and lower price tier, putting pressure on premium cashmere accessibility.
• Everlane: US-based DTC basics brand built on radical transparency in supply chain and pricing. Everlane overlaps with Soft Goat in DTC premium basics/knitwear and uses a similar transparency-led value proposition, though across broader categories.
• COS: H&M Group's premium basics and contemporary fashion label with global store and online presence. COS overlaps Soft Goat on knitwear (including cashmere pieces) but operates across a much broader category and price ladder.

Regional players

• Samsøe Samsøe: Danish contemporary fashion brand with Scandinavian roots and broad European distribution. Samsøe Samsøe overlaps with Soft Goat in premium Scandinavian knitwear but serves a broader apparel category across men's and women's.
• Filippa K: Swedish contemporary fashion brand offering premium minimalist clothing including knitwear. Filippa K is comparable to Soft Goat through overlapping Scandinavian heritage, minimalist aesthetic, and quality-driven positioning, primarily serving the Nordic and European market.

Direct peers

• Falconeri: Italian cashmere brand owned by Calzedonia Group with strong European retail footprint. Falconeri is comparable to Soft Goat in product (cashmere knitwear, sweaters, accessories) and price positioning within the European premium segment.
• Eric Bompard: French heritage cashmere brand known for premium knitwear across men's and women's. Eric Bompard occupies the same luxury cashmere positioning as Soft Goat with boutiques across Europe and a comparable price-point structure.
• Naadam: US-based direct-to-consumer cashmere brand founded in 2013, sourcing Mongolian cashmere fiber. Naadam competes with Soft Goat in the same premium DTC cashmere category, with similar transparency-led marketing and globally shipped e-commerce.
• Repeat Cashmere: Dutch cashmere brand offering premium women's knitwear with a similar DTC-plus-flagship retail model. Repeat Cashmere competes head-to-head with Soft Goat in the European premium cashmere category.

Others

• Malina: Premium women's fashion brand explicitly referenced as a sister brand in the Soft Goat data (a Mandaley retail store in Stockholm carries both Soft Goat and Malina). It is closely related through shared retail/distribution rather than product overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/softgoat
• Instagraminstagram.com/softgoatcashmere
• Pinterestse.pinterest.com/softgoatcashmere

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Soft Goat