● The smart way to shop

If you can't stop thinking about it — just buy it.

We build top-notch consumer brands and the niche online stores behind them.

A technology-enabled D2C house of brands — products priced up to 25% below the traditional names.

The portfolio 12 brands
IncenseSticks
MoneyClip
EagleEyed
Subwoofer
High Torque
Neons
12+
Niche brands
25%
Below traditional pricing
Story

We love creating meaningful brands that have a positive impact on people’s lives.

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About Us

We are very entrepreneurial in nature and have a passion for technology and innovation that allows us to make our brands better for our seasoned shoppers and customers. We empower entrepreneurial hearts around the world to start their business with our smart marketing technology and our delightful support.

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What We Do

At Soffway, we’re cultivating positivity through our portfolio of brands and carefully curated products. Our brands center around creating a positive influence and providing consumer value. We are dedicated to uplifting the lives of our customers through each of our meaningful products.

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Our Marketing Approach

Our direct-to-consumer approach, specializing in the eCommerce world, allows us to expand our reach globally. As an online-only retailer, we’re excelling in niche verticals and catering to market demands. Soffway is the smart way to shop.

Our brands

Category-defining businesses for every kind of shopper.

A well-curated set of products across home, wellness, accessories, and lifestyle — each brand with its own voice, backed by the same data-driven D2C engine.

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incensesticks.com

IncenseSticks

Awaken your soul with naturally aromatic scents — hand-rolled incense, essential oils, candles, burners, and diffusers, IFRA-recognized and sustainably made.

Visit store →
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moneyclip.com

MoneyClip

Convenience for the modern man. Sleek, trendy money clips that replace the bulky wallet — simple, durable, and gift-ready.

Visit store →
👓
eagleeyed.com

EagleEyed

See the world with precision. Reading glasses and reverse-lens sunglasses built for sharp clarity, sleek style, and featherlight comfort.

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subwoofer.com

Subwoofer

Feel the beat. The one-stop shop for high-quality audio gear for your car, home theater, or office — all at a price you'll love.

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alarmclocks.com

AlarmClocks

Ditch the screen for a full night's sleep. Digital alarm clocks for the modern era — customizable, programmable, and made to help you take control of your rest.

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fortunecookies.com

FortuneCookies

A sweet treat and a thoughtful message. Personalize your own fortunes for any occasion — celebrate, surprise, or finally pop the question.

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yogavideos.com

YogaVideos

Find balance and clarity with guided yoga, meditation, and mindfulness — plus wellness products that support focus and inner harmony.

Visit store →Coming soon
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hightorque.com

High Torque

Ignite your passion for performance. From exotic cars and motorcycles to electric mobility — engineering excellence fused with eco-conscious innovation.

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neons.com

Neons

Light up your world with vibrant LED neon lights and custom signs — lightweight, durable, energy-efficient atmosphere for any space.

Visit store →Coming soon
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carkits.com

CarKits

Elevate your ride. Premium body kits, aero parts, and exterior upgrades that personalize cars and trucks with style and craftsmanship.

Visit store →Coming soon
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partyplanners.com

PartyPlanners

Celebrate effortlessly. From birthdays to corporate events — invitations, RSVPs, venues, and logistics in one seamless, stress-free platform.

Visit store →Coming soon
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spicedchai.com

Spiced Chai

A nature-inspired chai brand that highlights the flavors of India while staying environmentally conscious — because we all share this planet.

Visit store →Coming soon
Strategy

The values that guide every brand and business decision.

Value Of Our Customers

Our entrepreneurial nature and intuitive passion transcend into the development of our brands. Through each investment and business decision, the heart of our customers is always in mind.

Customer Connection

Enriching customer experience through our variety of brands remains our top priority. By establishing strong, collaborative relationships with our customers, we believe we can make every shopping experience the best. Through analyzing consumer insights, we strive to improve our product offerings, customer experience, fulfillment accuracy, and pricing mechanisms. At Soffway, we have several initiatives in place to always make it easy for consumers to shop with us.

Partner Recognition

Our commitment to continuous improvement further extends by upholding ethical and social standards for our suppliers and vendors. We aim to promote safe and socially responsible ingredients and business practices through each of our brands.

Our Commitment To Social Justice

We support social justice and work to build good by supporting various social causes including empowering abused women through employment and helping homeless children in Third World countries.

Design

Together, we develop category-defining businesses and brands for all shoppers.

Our niche brands are designed and backed by consumer data and insights. Our technology-enabled D2C model leverages our competitive advantage and value chain efficiency. This model enables us to offer a well-curated set of products, priced at least 25% less when compared to the traditional brands.

Our Mission Through Innovation

Our goal at Soffway centers upon building a portfolio of niche brands that cater to every type of shopper. Together, we drive value through innovative technology advancements and focus on creating a lasting impact for all of our consumers.

Expanding Our Reach

Our portfolio of brands exemplifies integrity and transparency. Our promise is to bring smart innovative brands and products to market. By doing so, we’re committing to offering honest and fair prices. At Soffway, we foster brands and products that promote positivity in all aspects.

Our history

Soffway & eCommerce, year by year.

2004

The start of Soffway began when Riccardo, one of our founders, became inspired by the rise of eCommerce and online shopping. During this period he began pursuing a master’s in business administration, specializing in international business and eCommerce.

2005

Rick gained experience working with renowned online brands such as Amazon, eBay, Alibaba, and Walmart. During this period, Rick entered the journey of drop shipping for electronic car audio products and portable audio segments. Through his journey, he gained experience in bringing unique products to market.

2006

The official launch of Shopify - Lütke, Lake, and Weinand established a set of tools merchants could leverage to build their own online platforms. Shopify was the first of many to capitalize on the booming online market.

2009

The revolution of eCommerce continues to expand throughout the market, taking the world by storm. Various online platforms were introduced, including the launch of BigCommerce. Established by Eddie Machaalani and Mitchell Harper, BigCommerce was created as a 100% eCommerce platform.

2011

Facebook began placing paid, sponsored stories across its platform. The online marketing campaigns enabled the ability to target large-scale audiences, resulting in extensive revenue.

2012

Soffway established its first official partnered brand, Subwoofer - a one-stop-shop for the latest, high-quality audio equipment.

2018

Soffway introduced its second partnership, IncenseSticks. The creative brand offers a variety of therapeutic products, including hand-rolled incense sticks, essential oils, candles, burners, and diffusers.

2022

Soffway unveiled MoneyClip, a modern take on everyday carry. Built on minimalism and functionality, the brand delivers sleek, durable, and stylish accessories designed to simplify the way people carry cash and cards while complementing their lifestyle.

2025

Soffway launched EagleEyed, its eyewear innovation brand. Combining precision engineering with lightweight comfort, EagleEyed offers reading glasses and reverse-lens sunglasses that sharpen focus, enhance depth perception, and bring a new edge to everyday vision.

Present Day

Soffway continues to expand its portfolio by bringing unique and sustainable products to market. Channeling new, innovative marketing approaches, the company serves the e-commerce industry as the smart way to shop. Looking ahead, Soffway plans to grow its portfolio further with innovative brands such as Neons, Spiced Chai, Car Kits, High Torque, and more.

Our mission

We develop category-defining brands for all shoppers.

Our goal centers on building a portfolio of niche brands that cater to every type of shopper. Together, we drive value through innovative technology and a lasting impact for every consumer.

Integrity Transparency Honest pricing Sustainability Positivity

Expanding our reach

Our portfolio exemplifies integrity and transparency. Our promise is to bring smart, innovative brands to market — committing to honest, fair prices and products that promote positivity in every aspect. We love creating meaningful brands that leave a positive impact on people's lives.

Soffway team member
Soffway team member
Soffway team member
Soffway team member
Soffway team member
Soffway team member
Our team

Ideas are a dime a dozen — persistence & execution are priceless.

There's creative madness in our team. We don't intend to lose it.

Join the tribe
Careers
There's creative madness in our team — we don't intend to lose it.

Ideas are a dime a dozen; persistence and execution are priceless. Join the tribe and help build brands that spark joy.

Ecom Operations Manager4+ yrs
WordPress Developer4+ yrs
Ecom Solutions Manager4+ yrs
Digital Marketing Manager4+ yrs
UI / UX Engineer4+ yrs
SEO Expert4+ yrs
Full Stack Dev — JS / Node / React4+ yrs
Marketing Intern1+ yrs

Become part of our story.

Share your experience with our community of shoppers — and follow along as the portfolio grows.