Soft Rebels
Soft Rebels is a Danish direct-to-consumer contemporary womenswear brand selling dresses, blouses, jeans, blazers, knitwear, and accessories online via its Shopify storefront, serving women in Denmark, Sweden, and international markets with GOTS/GRS-certified lines and a secondhand collection.
- Company typePrivate
- Founded-
- HeadquartersRisskov, Denmark
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Soft Rebels does
Soft Rebels is a Denmark-headquartered direct-to-consumer contemporary womenswear brand operating primarily through its Shopify-powered e-commerce site, soft-rebels.com. Founded by Marianne Brinkmann and based in Risskov, the company designs and sells a broad assortment of women's apparel and accessories—including dresses, jumpsuits, blouses, shirts, jeans, trousers, knitwear, loungewear, outerwear, skirts, shorts, tops, t-shirts, vests, suits, blazers, and accessories—across seasonal collections (with Summer 2026 and Autumn 2026 lineups disclosed) and a catalog exceeding 200 SKUs, in sizes XS to XXL.
The commercial stack is a standard Shopify retail configuration hosted on Microsoft Azure, with Klaviyo for email marketing automation and Cookiebot for GDPR cookie compliance. Revenue mechanics are unit-based: individual items are priced from approximately DKK 299.95 for entry-level tops to DKK 999.95 for premium blazers and jackets, with gift cards also offered. A separate B2B login portal at softrebels.spysystem.dk supports wholesale and business customers in parallel to the consumer storefront.
Distribution ships to Denmark, Sweden, and international destinations. Marketing is concentrated in organic social channels—Instagram (@softrebels with the #femmerebelle community hashtag), Facebook, and LinkedIn—complemented by a content blog ("Womanhood"), embedded YouTube video, and Klaviyo-driven newsletters. The brand pursues a sustainability positioning through GOTS-certified blouses (SRSunny), GRS-certified jackets (SRVilja), a secondhand collection, and a RE-ZIP circular-economy initiative. Ownership remains with the founder, no institutional investors are disclosed, and the company operates with a workforce of 11–50 employees.
Soft Rebels firmographics
Firmographics- Name
- Soft Rebels
- Legal name
- Soft Rebels
- Website
- https://soft-rebels.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Soft Rebels is a Danish direct-to-consumer contemporary womenswear brand selling dresses, blouses, jeans, blazers, knitwear, and accessories online via its Shopify storefront, serving women in Denmark, Sweden, and international markets with GOTS/GRS-certified lines and a secondhand collection.
- Ownership category
- akta.pro rank
Soft Rebels industry classification
Industry- Product category
- Contemporary Womenswear Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Streetwear & Contemporary Apparel Retail (CRAAABAM)
Keywords
Where Soft Rebels is headquartered
LocationHeadquarters
- HQ city
- Risskov
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Soft Rebels business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Fashion Retail Sales: Direct sales of contemporary womenswear through e-commerce platform. Revenue generated from sale of clothing items including dresses, jumpsuits, blouses, shirts, jeans, trousers, knitwear, loungewear, outerwear, skirts, shorts, tops, t-shirts, vests, suits, accessories, and blazers. Product pricing ranges from approximately 299.95 DKK to 999.95 DKK.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level apparel (t-shirts, tops) |
| Unit Pricing | Pay-as-you-go | Mid-range apparel (shirts, blouses, skirts, shorts) |
| Unit Pricing | Pay-as-you-go | Premium apparel (jeans, blazers, jackets) |
| One time/ perpetual license | Pay-as-you-go | Gift cards |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Soft Rebels product offering
Product offeringCore offering
Soft Rebels designs and sells a contemporary womenswear collection, including shirts, blouses, blazers, jeans, dresses, jackets, T-shirts, and skirts under proprietary names such as SRDream, SRCaja, SRViviana, SRSunny, SRVilja, SRZarian, and SRMaryam. Sales are made direct to consumers through its own e-commerce site and via a separate B2B wholesale login, supported by an in-house Denim Guide fitting tool.
Product overview
Soft Rebels is a Danish fashion e-commerce company operating as an official brand site and webshop. The company offers a contemporary women's clothing line with a diverse portfolio including: Essentials (basic wardrobe pieces), seasonal must-haves, denim/jeans (with a dedicated Denim Guide), and various clothing categories such as dresses & jumpsuits, blouses & shirts, accessories, blazers, outerwear, pants, jeans, knitwear, loungewear, skirts & shorts, tops & t-shirts, vests, and suits. The brand features specific product lines including SRDream (shirts, skirts), SRCaja (jeans), SRViviana (blazers), SRSunny (GOTS-certified blouses), SRVilja (GRS-certified jackets), SRMaryam (t-shirts), and SRZarian (skirts). The company also offers gift cards and operates a secondhand section. Collections are released seasonally including Summer 2026 and Autumn 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- SRDream Shirt
- SRCaja Jeans Branded women's jeans style in the Soft Rebels denim range, sold online with a Denim Guide tool to help customers select fit.
- SRViviana Blazer Branded women's blazer sold through the Soft Rebels direct-to-consumer store.
- SRSunny Blouse Branded women's blouse in the Soft Rebels collection, sold via the brand's own e-commerce site.
- SRVilja Jacket Branded women's jacket in the Soft Rebels contemporary collection, sold online.
- SRDream Skirt Branded women's skirt in the Soft Rebels collection, sold via the brand's own e-commerce site.
- SRZarian Skirt Branded women's skirt in the Soft Rebels collection, sold via the brand's own e-commerce site.
- SRMaryam T-shirt Branded women's T-shirt in the Soft Rebels collection, sold via the brand's own e-commerce site.
- Gift Cards Soft Rebels gift cards purchased by customers and redeemed against the womenswear catalog on soft-rebels.com.
- Secondhand Collection Resale collection of past Soft Rebels garments offered through the brand's own online store to extend product lifecycle.
Companies that use Soft Rebels
Customer profileSegments1 record
Ideal customer profiles2 records
Soft Rebels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Soft Rebels partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
Soft Rebels competitors and assessment
Company assessmentDirect peers
- Gestuz: Danish contemporary womenswear brand with a similar price range and product span including blazers, jeans, knitwear, and dresses. Comparable on DTC-led business model and Nordic design DNA.
- Stine Goya: Danish contemporary womenswear designer brand with strong DTC e-commerce presence and seasonal collections. Comparable on product range (dresses, blouses, knitwear), price point, and Danish-Nordic distribution.
- Custommade: Danish contemporary womenswear brand selling dresses, blouses, knitwear, and denim through DTC and wholesale channels. Closely comparable to Soft Rebels on price tier, product category mix, and Danish market positioning.
- Saks Potts: Danish contemporary fashion brand with DTC e-commerce at soft-rebels.com's price tier and customer demographic. Comparable on Copenhagen/Denmark base, contemporary aesthetic, and international distribution.
- Munthe: Danish contemporary womenswear brand offering blouses, dresses, jeans, and jackets in a similar mid-premium price tier. Direct peer on geography, customer segment, and product category focus.
- Ganni: Danish contemporary womenswear brand based in Copenhagen with similar DTC, wholesale, and Ganni Responsibility sustainability platform. Directly comparable on geography, target customer (modern women 25-45), price tier, and style aesthetic.
- By Malene Birger: Danish contemporary womenswear brand with strong DTC e-commerce and a slightly elevated price point. Comparable on product scope (blazers, dresses, tailoring) and Scandinavian design positioning.
- Rotate Birger Christensen: Danish contemporary womenswear brand with strong DTC and global wholesale presence. Comparable on product category (dresses, denim, knits), price tier, and Danish-origin brand positioning.
Emerging players
- NA-KD: Digital-native Scandinavian womenswear brand with a focus on contemporary apparel, denim, and accessories sold DTC internationally. Comparable on online-only business model and similar price tier, though operates at a larger scale.
Broad incumbents
- Zalando SE: Europe's largest online fashion marketplace, hosting hundreds of contemporary womenswear brands including many Danish labels. Comparable as the dominant DTC distribution channel for Soft Rebels' competitive set in Northern Europe.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Soft Rebels social profiles
Digital presenceSoft Rebels financial estimates
Financial estimateRevenue estimate
Valuation estimate
Soft Rebels leadership team
Management profileNumber of profiles
Profiles1 record
Soft Rebels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Soft Rebels M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Soft Rebels
What does Soft Rebels do?
Soft Rebels designs and sells a contemporary womenswear collection, including shirts, blouses, blazers, jeans, dresses, jackets, T-shirts, and skirts under proprietary names such as SRDream, SRCaja, SRViviana, SRSunny, SRVilja, SRZarian, and SRMaryam. Sales are made direct to consumers through its own e-commerce site and via a separate B2B wholesale login, supported by an in-house Denim Guide fitting tool.
Is Soft Rebels a public or private company?
Soft Rebels is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Soft Rebels founded?
Soft Rebels was founded in -1. It employs 11 to 50 people.
Where is Soft Rebels based?
Soft Rebels is headquartered in Risskov, Denmark, in the Europe region.
How does Soft Rebels make money?
One revenue line is on record: fashion Retail Sales.
Who are Soft Rebels's main competitors?
Direct peers on record are Gestuz, Stine Goya, Custommade, Saks Potts, Munthe, Ganni, By Malene Birger and Rotate Birger Christensen. NA-KD is listed as an emerging player. Zalando SE is listed as a broad incumbent.
Does Soft Rebels have an API?
No public API is recorded for Soft Rebels.
What industry is Soft Rebels in?
Soft Rebels's product category is Contemporary Womenswear Apparel. Its primary akta.pro industry code is CRAAABAM, Streetwear & Contemporary Apparel Retail. Its NAICS code is 45811 and its SIC code is 5621.