I don't think of softness or wool type on a brand by brand basis. Different sweaters will have different goals, which will drive different wool choices. Add to this that the same brand of wool can vary year to year.
If I'm looking for a particular feel, I withhold judgment till I get it in hand.
I'm not particular about feel, but I haven't heard much about Fred Ashbell. I don't mind paying $100 for one of their products, but I'd like to know a bit more about the quality of their wool from someone who owns them.