We set out with the simple aim: to help every customer rediscover a great night's sleep by providing the best possible experitise and selling fabulous bed and bath products that are perfect for your needs.
As an ever-growing team, we are focused on quality and travel the world to commission fine products at prices you can afford. We work hard to stay on top of innovations and design home comforts that feel unbelievably luxurious. Customers are surprised by the unsurpassed level of quality they find in a Soak&Sleep package. We share all our favourite discoveries so that you can sleep on five-star bedding without paying sky high prices.
Over the last few years, our exceptional quality has been recognised on a wider scale. In 2015, Which? voted us as the UK's No. 1 duvet brand. Later that year at the Sheerluxe Online Shopping Awards, we won the ‘Best Homeware Online’ category, which we were nominated for again in 2016.
We're expanding carefully and tastefully, ensuring our product range is still 'us'. Today we sell to hundreds of thousands of customers, but the team is still small and our concept remains the same. Gorgeous home comforts, honestly priced, all powered by knowledgable & first class customer service.
Before our name change, Soak&Sleep was Duvet and Pillow Warehouse, or DAPW for short – and it all started with a duvet.
In 2005 Charles Hunt had an idea that turned out to be fabulous. It was simple: duvets and pillows in the UK were being sold through traditional outlets at vastly inflated prices. That was because they were dictated by overheads like retail premises, glossy catalogues and expensive advertising campaigns.
Light bulb moment!
By selling online directly from a warehouse, Charlie worked out that he could cut prices by around 40% - and supply duvets and pillows that would compete with the very best in any department store.
‘Duvet and Pillow Warehouse’ spelled out exactly what the company did. With very little cash to throw at his idea, Charlie focused on cutting out the wasteful costs – he spent £99 on the first website, and found a manufacturer that would supply to demand. He tested out the idea, working from his spare room in Surrey, without splashing out any huge investment.
The DAPW rocket
Catching the trend for Google Adwords (capturing online traffic from popular searches) and the ‘bargain-hunting’ mood all over Britain, Duvet and Pillow Warehouse, or DAPW for short, became an overwhelming success. For the following years growth was at 50% per annum, as customer loyalty – and word of mouth – grew exponentially.
The DAPW team – 8 employees in 2011, rising to 25 in 2016 – was initially composed of marketing and buying experts who knew what was good about a duvet and how to show it off. Since then we've grown to cover a broad spectrum of roles. Customer testimonials started to appear in the thousands – almost every parcel is opened with surprise and delight!
The product range grew with the company. From just a small selection of carefully sourced duvets and pillows, the range slowly increased to include toppers, protectors, bed linen, towels, and then mattresses from the illustrious Hypnos – as well as lots of seasonal specials that we can’t resist adding! DAPW morphed into a bed and bath retailer, and started supplying hotels as well as personal customers.
DAPW becomes Soak&Sleep
As our product ranges expanded, we wanted a new name that reflected our bigger selection. In 2014, after months of preparation, the team unveiled the new name of Soak&Sleep. "We wanted a fantastic new name to match the quality of our products and reflect our speciality in all things bed and bath" said Charlie "We liked Soak&Sleep as it's memorable and sums us up perfectly. It's only the name that has changed; we still have fabulous products at great prices, just a wider variety of them"
What’s next for Soak&Sleep?
Charlie’s still in charge at our HQ in Surrey, England. He’s still determined to stay ahead by making the very best products to help you rediscover every night. Our buyers work harder than ever to keep on top of innovations in fabric and fills to give you the best in bed and bath. Every new product is carefully developed and screened before it arrives on the virtual shelves at Soak&Sleep. We love hearing feedback, and use it to shape what we sell and how we sell it. At the heart of it, no matter how big we grow, we always want to remember our roots and value the customers who have journeyed with us to make us who we are today.