-UK business sees success through COVID as the nation buys into wellbeing and sleep-

Woolroom, the UK’s leading wool bedding specialist has announced a strong year of sales despite the pandemic. Highlights include:

  • On track to achieve 8.5 million turnover this year (financial year September 1st, 2020 – August 31st, 2021) +50% vs previous year
  • Overall calendar year business sales up +60% and UK e-commerce sales performance up +74% January – May 2021 vs same period in 2020
  • Won a Queen’s Award for Enterprise for International Trade






After a challenging year for UK businesses, Woolroom announces it is set to achieve close to a £8.5 million turnover this financial year (September 1st, 2020 – August 31st, 2021) representing an 50% increase vs the previous year despite serious interruption to its B2B business and own store sales.

The company, which recently won a Queen’s Award for Enterprise for International Trade, credits its success to the increased demand for sleep products, as the nation became more aware of the benefits a good night’s sleep can have on someone’s overall wellbeing.

Recent research by the retailer* reveals over half (56%) of people have invested in their sleep environment, and 53% stated their view on the importance of sleep has changed in the last 12 months. Overall, sales at the retailer have increased by 78% this calendar year compared to the last, with Bedding, Throws and Organic Bedlinen proving particularly popular with sales up 62%, 181% and 72% respectively for the same period.

Brits have realised the benefit of self-care and wellness, including the importance of sleep and people are much more in tune with what is good for their health and wellbeing. Many believe being too hot at night attributes to poor sleep, but there are simple switch-ups people can make to ensure they get their full night’s sleep – including opting for wool bedding. It is scientifically proven by Leeds University that wool bedding can help provide up to 25% more stage four regenerative sleep – the point at which our body is thought to do the most repair and regeneration of cells. This all contributes towards a clean sleep, helping you to wake up feeling refreshed, revitalised, and ready to face the day.

Whether it is investing in an entire new bedding set, replacing your mattress, or simply buying a new pillow, Woolroom has developed a reputation for being the go-to retailer for enabling a better night’s ‘clean sleep’, owing to its temperature regulating and chemical free properties.

Woolroom has a partnership with Woolkeepers – a community of likeminded British sheep farmers and wool experts, dedicated to a sustainable approach towards growing wool. The partnership is to enable Woolroom to deliver fully traceable wool, meaning customers can track products back to the farm they were sourced from, showcasing the sustainable benefits of wool at the same time as supporting British farmers. Last year, there was over supply of wool due to COVID-19 resulting in farmers being paid way below the cost of shearing. Despite the fall in worldwide wool prices, through H. Dawson’s Woolkeepers™ programme, Woolroom ensured that for the 2020/21 wool season, those farmers involved in the scheme supplying Woolroom received the same payment as the previous season for their wool.

The company also launched its first ever TV ad in July 2020, focused on customers discovering ‘What Happy Feels Like’.

Chris Tattersall, Managing Director of Woolroom, the UK’s leading wool bedding specialist’s comments; “We want to provide our customers with bedding that can truly help improve their sleep and the pandemic has made people even more aware of how important that is. We will continue to help educate Brits on the benefits of wool and what we can do to help create the ultimate ‘clean sleep’ environment”


*Gingergomms survey, 25th – 28th of March this year, 1002 Participants

Who are Woolroom?

Woolroom™ is a privately owned company born in Bradford, England in 2008 and now located in Rutland. Woolroom is the UK’s leading wool bedding specialist committed to help Britons achieve a natural night’s clean sleep. Through this commitment, Woolroom is dedicated to raising awareness of the holistic sleep environment, which is the key to attaining a good night’s sleep, and spotlight the natural benefits of wool as the only sustainable, temperature regulating, hypoallergenic and chemical free bedding fibre solution.

Visit www.thewoolroom.com for further information. Woolroom products are available at Woolroom stores in Peak District, Marlow, Oakham and Ipswich and through other selected retail stockists nationwide, including Heals and Amazon.co.uk

Who are Woolkeepers?

Woolkeepers is a community of likeminded British sheep farmers and wool experts, dedicated to a sustainable approach towards growing wool. Collectively, they established an environmental framework that underpins the sustainable practices at each stage of supply and production. A new wool sourcing model has also been developed to record the traceable movement of materials – enabling customers to follow the journey of the wool from farm gate to shop front!