Soak.com

soak.com is an online bathroom retailer operated by Luxury For Less Limited and based in Nuneaton, Warwickshire. As of 2017, soak.com employs just under 200 members of staff.
History
soak.com was formally known as Bath Empire. On 14 April 2016, it was rebranded to soak.com to emphasise the exclusive online nature of the business.
Chris Li and Vicky Wang established Luxury For Less in 2006, sourcing and selling bathroom products through various online channels. In 2009, Bath Empire was launched.
Within three years, BathEmpire.com was ranked 37th in the Sunday Times Fast Track 100, the internationally renowned league table of Britain’s fastest growing firms and appeared in the list for three consecutive years.
In 2012, the business was recognised as Small Online Business of the Year at the National Business Awards.
During the same period, the business was successful at - amongst others - the Growing Business Awards, e-commerce Awards and National Business Awards.
In 2013, Luxury for Less received an £8.5million investment from equity firm Living Bridge.
In 2015, Wolseley acquired the equity stake from Living Bridge within Luxury for Less and soak.com became part of the Wolseley Group PLC.
Operations
soak.com has no physical shops, but plans to open its first showroom in 2017. Its core business is concentrated on online and telephone sales. The company's distribution centre and main office is a 169,000 sq. ft. building in Nuneaton with an additional warehouse in Measham.
Brand and Marketing
soak.com’s logo is a baby elephant.
soak.com work with ABF Pictures in Manchester to produce their TV adverts and with The Specialist Works as their media partner for planning and buying airtime. soak.com aired its first TV advertisement called ‘Moments’ on 28 April 2016. Since then, soak.com has appeared regularly on TV, utilising this medium to increase awareness of the new brand.<ref name="abfpictures.co.uk"/>

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