Our mission is to drive sustainable demand for British wool in order to maximise returns for our members.

Product Development

Driving demand for British wool is our top priority. We have worked with multiple brands over the last year to launch a wide range of new products.

25 new product ranges launched this year

Spotlight on



John Cotton is the largest manufacturer of bedding products in the UK supplying all high street retail and supermarket non-food sectors, including customers such as M&S, Next, Dunelm and Aldi. Its main brands in the UK market are Slumberdown and Snuggledown.

Why British Wool?

We were looking at increasing our range of natural products and British wool was the natural choice. Wool is such a wonderful fibre for bedding with all its natural qualities and we were keen to capitalise on that and help
to bring British wool bedding into the mainstream market via our retail channels. We have worked very closely with the team at British Wool who have amongst many things helped train our sales force, this is crucial as this is a brand new product for the group. We have also received invaluable product and technical support from British Wool as we have engaged with our retail customer base.

How is it going?

Very well. We initially launched this through our on-line channels selling direct via the Slumberdown website and through customers such as Debenhams, Asda George, Wayfair and Amazon. Sales have been encouraging and the reviews amazing! We are also in advanced discussions with our major high street retail customers and have a number of products already listed for the Autumn/Winter season this year, this will help drive significant growth. We are expecting big things from our wool collection moving forward and will be working very closely with the team at British Wool to help support this effort.

Neil McMillan
Product Development Director