Woolroom’s partnership with British Wool is built on traceability, quality, and purpose. Through their Wool ID programme, every product comes with a QR code that lets customers trace the wool back to its origin farm. For Managing Director Chris Tattersall, this transparent supply chain is central to the brand’s values.

Seeing British Wool’s meticulous grading system first-hand convinced him that this was the right fibre partner. Woolroom’s traceable products offer consumers a deeper story, one that connects their bedding to the hardworking farmers behind each fleece. The approach isn’t just ethical; it adds unique emotional value, especially in key markets like the US, where the brand is experiencing rapid growth. Woolroom’s ability to blend comfort, performance, and storytelling has made it a frontrunner in sustainable sleep solutions.

Looking ahead, Woolroom sees rising global demand for natural bedding solutions that go beyond seasonal use. Wool’s natural properties make it perfect for every climate, keeping sleepers cool in summer and warm in winter. By using British wool, the brand not only offers superior performance but also contributes to a more sustainable textile economy. Farmers benefit through British Wool’s premium payment model, helping to preserve rural skills and encourage best practices in fleece production.

As awareness of wool’s health and environmental benefits grows, Woolroom is committed to expanding in Canada, further developing in the US, and building on its UK base. The brand continues to position itself not just as a sleep innovator, but as a champion of natural British fibre. Through thoughtful design, digital storytelling, and local sourcing, Woolroom is making sure British wool finds its way into more bedrooms and more hearts around the world.