Woolroom attributes a significant increase in sales to a focus on sustainability and traceable wool sourcing, bolstering local farmers and reducing waste.
Woolroom, a retailer specialized in wool bedding products, has reported a notable increase in sales, attributing a 20% rise in their premium product line over the past year to a growing emphasis on sustainable consumerism in the UK. The company has launched initiatives that support local farmers while aiming to reduce mattress waste in landfills.
The introduction of the Wool ID program marks a significant part of Woolroom’s strategy, developed in collaboration with British Wool. This initiative allows customers to trace their bedding products back to the specific flock from which the wool originated, similar to the labeling systems seen on fresh produce in supermarkets. Such transparency is designed to enhance the appeal of locally sourced materials and improve pricing structures for farmers.
Woolroom has noted an increase in demand, particularly from the US market, where there is a strong preference for bedding products made from natural materials. This shift comes in the wake of a challenging period for the global wool industry, during which many retailers and consumers opted for man-made alternatives.
The company offers a bedding collection featuring fully traceable wool, including fleece sourced from the Scott family farm in Rutland. Each product includes a QR code that allows customers to trace the wool back to its origin. The firm ensures that the wool is sourced from ‘Farm Assured’ UK farmers, who are independently audited for adherence to animal welfare standards.
Woolroom prides itself on compensating farmers above the British Wool auction price for the wool they procure. Their latest product line, the ‘Artisan’ range, features mattresses that are produced using traditional methods refined over centuries, with prices starting at £1,599. Most of the wool in these products is derived from three farms in Wales that raise mountain breeds, including Radnor and Badger Face sheep. Distinctive to their products, the mattress springs are manufactured without glue, allowing for easier deconstruction when the product reaches the end of its lifecycle.
The longstanding concern regarding the declining demand for wool and its repercussions for British farmers and the environment was first addressed by The King through the establishment of The Campaign for Wool in 2010. This campaign has facilitated numerous events and initiatives aimed at revitalizing the wool industry. One significant outcome was the Dumfries House Declaration in 2016, which introduced a comprehensive 10-point standard for wool production.
Woolroom’s financial performance has mirrored this growth trend, with annual turnover increasing from £5.7 million to £8.5 million between August 2020 and August 2021, and estimates suggesting that this figure could reach £16 million in the current financial year.
Chris Tattersall, Woolroom’s managing director, expressed a commitment to creating a sleep environment that prioritizes natural, healthy, sustainable, and comfortable qualities. He noted, “Along with avoiding harsh chemicals, glues, and synthetics, wool’s naturally flame-resistant properties also mean, unlike the majority of brands and products on the market, we don’t use flame retardant chemicals.” Tattersall highlighted the broader benefits of using natural materials, stating that their products are not only healthier for consumers but also fully recyclable, from the biodegradable wool filling to the durable steel springs that can be reprocessed.
Source: Noah Wire Services
