Soaked in Luxury
DK Company · Denmark
Soaked in Luxury is a Danish womenswear brand owned by DK Company, offering affordable, combinable fashion for women. Its collections include knitwear, trousers, blazers, skirts and lingerie inspired tops.
| Origin | Denmark |
|---|---|
| Parent group | DK Company |
| Acquired by DK Company | 2014, from IC Group |
| Category | Womenswear |
| Website | soakedinluxury.com |
What is Soaked in Luxury?
Soaked in Luxury is a Danish womenswear label. It was launched by the Danish apparel group IC Companys and in 2014 was acquired by DK Company, headquartered in Ikast, together with InWear, Matinique and Part Two.
Products and positioning
The brand offers accessible, combinable womenswear built around wardrobe pieces that can be mixed across a season. Its range includes:
- Knitwear and blouses
- Trousers and skirts, including wrap effect midi skirts
- Blazers
- Lace trimmed camisoles and bralettes
From the start the label was positioned on affordable prices for its category, designed for the modern woman.
Distribution
Soaked in Luxury is sold through wholesale to fashion retailers and department stores. It entered the German market through the Munich based agency Big Mode, with showrooms in Munich, Eschborn and Düsseldorf. In the UK it is stocked by the department store John Lewis.
Why it matters
As part of DK Company's portfolio of more than 20 brands, Soaked in Luxury is an example of the Danish multi brand model, in which a group runs several distinct labels on shared sourcing and distribution.
Frequently asked questions
Who owns Soaked in Luxury?
Soaked in Luxury is owned by the Danish fashion group DK Company, which acquired it from IC Group in 2014.
Where is Soaked in Luxury from?
Soaked in Luxury is a Danish womenswear brand.