Leeds agency to help Woolroom expand overseas

ThinkOTB, the Leeds based marketing agency has been appointed to support the leading wool bedding retailer and sleep specialists, Woolroom, to further expand its natural sleep brand overseas.

Based in Rutland, Woolroom make sustainable and ethical wool and natural products, including duvets, pillows, mattresses, mattress toppers and protectors, bed linen, and throws, all designed to work together in harmony for the optimal sleep environment.

The family-run business was established in 2008 with a mission to put sustainable wool at the forefront of bedding in response to synthetic and unethically produced fibres. It has repositioned the ‘natural powers of wool’ as sought-after bedding, scientifically proven to support better, cleaner, deeper and more regenerative sleep.

Their wool products are naturally hypoallergenic, temperature regulating, breathable, bio-degradable, 100% British and fully traceable back to farm and flock via their exclusive Wool ID® programme. All wool bedding certified to OEKO-TEX® standard 100, Class 1.

Sourcing its wool from British farmers, Woolroom works to support and improve the livelihood of farmers and ensure they are paid a premium for their wool. The wool is sourced from ethical farmers only, who ensure livestock are treated humanely.

ThinkOTB has been delivering integrated brand and communication campaigns to clients across the UK and globally for thirty years. It was awarded the Queen’s Award for Enterprise in the category of international trade, the UK’s most prestigious business award.

It has worked with numerous well-respected brands and organisations, including Google, Visa, NHS, Siemens Energy, Boots, Dulux, Total Energy, Hitachi, and MasterCard.

Joanne Waddington, Managing Director of ThinkOTB, said: “As an agency, our core values very much align with Woolroom and their business approach that is good for people and the planet. We’re thrilled to provide brand development services to expand its reach into new markets and grow its sales at home and overseas.”

ThinkOTB’s senior leadership team will work closely with Woolroom on their marketing strategy including brand development, customer acquisition and retention. Woolroom, which has a presence in the UK and US, is looking to expand into new markets including Canada.

ThinkOTB’s work will include a review and refresh of Woolroom’s brand identity and messaging to ensure it resonates with their target customer profiles, domestically and internationally.

This phase of the project will include market research, with the brand refresh applied to the website and email marketing. Messages will be tailored dependent on market nuances and preferences, before being rolled out further. The next phase will be a multi-media campaign and a brand blueprint to attract new customers and grow sales at pace, both home and overseas.

Eleanor Sheppard, Chief Growth Officer at Woolroom, said: “Sleep is now widely recognised as essential to not just our wellbeing, but our physical and mental health. When you think we spend a third of our life in bed, it’s no surprise how fundamental a good night’s sleep is to our longevity.

As sleep experts, we believe that everyone deserves natural and life-changing sleep, it’s our driving mission, so we are excited to collaborate with ThinkOTB to help change even more lives, one sleep at a time.”

With nearly 15,000 five-star reviews on Trustpilot, Woolroom has a loyal customer base.

Research by Leeds University has proven that wool bedding boosts your chances of a good night’s sleep by 67% and can help you get 25% more deep, regenerative sleep than other types of bedding; it regulates body temperature and controls moisture, meaning you wake up less during the night and get a better night’s sleep.

Wool is also naturally hypoallergenic and approved by Allergy UK, so it is good for alleviating sleep-prohibiting allergies too.

Eleanor added: “We are looking forward to reaching more people and sharing the benefits of wool, further supporting British farmers, and reaching new customers.”

The Woolroom only work with farms that adhere to the five freedoms outlined in the UK Animal Welfare Act 2006.