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

Marketing your Wool

One of our core aims is to increase demand for British wool-rich products in order to maximise the returns our members receive for their wool. We do this through a number of different areas:

Product Development
We are continuously developing new products with manufacturers and brands, this is key in driving demand for British wool. We work very closely with the supply chain and over the last 12 months have launched a raft of new products:

  • Wool Britannia carpet yarn with the Headlam Group. A new 100% yarn produced from wool from the 4 nations of the UK. This yarn has initially been used on the Manx Tomkinson Seasonal Views collection and will be rolled out to further brands and ranges during 2022.
  • 100% traceable wool for;
    • Harrison Spinks - mattresses. 
    • Woolroom - duvets, pillows, toppers and mattresses.
    • Devon Duvets - duvets, pillows and toppers.
    • Luna Textiles – duvets, pillows and toppers.
  • New knitwear ranges with the iconic UK brand Fred Perry, Peregrine and Charl Knitwear.
  • New ranges with new users of British wool – Yan Tan, House of Sustainability and Mars Knitwear (all knitwear).
  • From an innovation perspective a new range of horse saddles with Nuumed and a new packaging range with Naturwoolly Chilled.




Digital - Social Media
We use our social media channels to help promote the British Wool brand and at the same time increase awareness of the brands selling British wool-rich products. We also use the channels to educate consumers about more general farming matters such as shearing, animal welfare and the environment.

Digital - British Wool Shop
The British Wool Shop is an online platform selling the best in British wool-rich products. We currently have 15 licensees on the site selling a wide array of products including knitwear, rugs, duvets, pillows, insulation and knitting yarn. The site is designed to drive front-end demand for British wool-rich products which will help drive better returns for our members.

As well as attending numerous agricultural shows we also attend two major consumer-facing shows Grand Design and the Homebuilding & Renovation Show. This helps to promote the brand and also the licensees we work with which in turn drives front-end demand.

Overseas Offices
Our overseas offices in China and Japan replicate many of our activities in the UK, driving demand for British wool through product development and supporting existing licensees.

Campaign for Wool
The Campaign for Wool is a global initiative designed to drive interest and demand for wool. British Wool are one of the funders for the campaign and work on collaborative projects that promote the best in British wool.