Woolroom, a British sleep specialist known for its natural wool bedding essentials, has been honoured with the King’s Award for Enterprise in the International Trade category for 2026, recognising its growth in overseas sales over the past three years.
The Rutland-based business previously received the Queen’s Award for Enterprise for International Trade in 2021, and has since significantly expanded its international footprint, with export now accounting for more than half of total revenue.
Woolroom’s growth has been driven largely by the US and Canada, supported by a growing North American team and distribution hubs in both markets, bringing products closer to customers across key regions including North America, Iceland and China.
Overseas sales have increased by more than 130% in three years, as Woolroom has invested in digital marketing, logistics and in-market expertise to meet growing demand for more sustainable sleep solutions.
Chris Tattersall, the MD of Woolroom (pictured), says: “Receiving the King’s Award for Enterprise for a second time is a huge honour for the whole team at Woolroom. It recognises the progress we’ve made in growing our business while staying true to our roots as a British, family-run brand.
“There is a growing global appetite for better, cleaner, more sustainable sleep. Our focus is on meeting that demand responsibly – from sourcing and product design through to how we serve customers in each market. We’re continuing to invest in our North American team, our supply chain and our ability to deliver high-quality, traceable products to customers around the world.”
This emphasis on traceability is central to Woolroom’s offering. Through its Wool ID traceability programme, customers can trace wool in selected products back to audited farms, reinforcing the brand’s commitment to animal welfare, quality and transparency as it continues to expand internationally.
Furthering its commitment to delivering quality sleep products, earlier this year Woolroom supported a landmark research study, conducted by British Wool, the Independent Wool Textile Organisation (IWTO) and Bangor University, which found that wool is the optimal bedding fibre for temperature regulation and moisture management in comparison to feather, down and synthetic materials.
In what is shaping up to be a major year for the wool bedding retailer, Woolroom also recently reported its strongest financial performance to date in the 2024-25 financial year, marking a significant period of growth for the business, which has doubled in size since 2021.
