Woolroom wins King’s Award after 130% international sales jump

By AI, Created 9:54 AM UTC, May 20, 2026, /AGP/ – Woolroom has won the King’s Award for Enterprise in International Trade for 2026 after more than tripling overseas growth over three years. The British bedding brand says exports now make up more than half of revenue as the U.S. and Canada drive expansion.

Why it matters: - The King’s Award is one of the UK’s top business honors and can boost a brand’s credibility with customers, partners and distributors. - Woolroom’s win underscores growing demand for natural and traceable bedding products in North America and other overseas markets. - Exports now account for more than half of Woolroom’s total revenue, showing how central international sales have become to the business.

What happened: - Woolroom received the King’s Award for Enterprise in the International Trade category for 2026. - The award recognizes verified, uninterrupted year-on-year growth in overseas sales over the past three years. - Woolroom previously won the Queen’s Award for Enterprise for International Trade in 2021. - The company is based in Rutland and specializes in natural wool bedding essentials. - The award will be formally presented by a member of the Royal Family or the King’s Lord Lieutenant. - Woolroom’s team will attend a reception at St. James’s Palace in London as part of this year’s winners.

The details: - International sales have risen more than 130% in three years. - The U.S. and Canada have been the main growth drivers. - Woolroom has added a growing North American team and distribution hubs in both markets. - Those hubs have moved products closer to customers across North America, Iceland and China. - The company has invested in digital marketing, logistics and in-market expertise to meet demand. - Woolroom says the growth reflects rising interest in more sustainable sleep solutions. - Chris Tattersall, managing director of Woolroom, said the second King’s Award is a major honor for the team and reflects growth while staying true to the brand’s British, family-run roots. - Tattersall said Woolroom is continuing to invest in its North American team, supply chain and ability to deliver traceable products globally. - Woolroom’s Wool ID® Traceability Programme lets customers trace wool in selected products back to audited farms. - Woolroom says the traceability program supports animal welfare, quality and transparency. - Woolroom supported a research study earlier this year by British Wool, the Independent Wool Textile Organization and Bangor University. - The study found wool is the best bedding fiber for temperature regulation and moisture management compared with feather, down and synthetic materials. - Woolroom also reported its strongest financial performance to date in the 2024-2025 financial year. - The business has doubled in size since 2021. - Woolroom was founded in 2008 and says it draws on 150 years of expertise in wool and textiles. - The company is rooted in Bradford, known as the “Wool Capital of the World.” - Woolroom says it is the only fully traceable wool bedding and mattress provider in the world.

Between the lines: - The award adds outside validation at a time when Woolroom is leaning harder into premium, sustainability-led positioning. - North American growth appears to be doing most of the heavy lifting, which suggests the company’s international strategy is moving from expansion to scale. - The research citation gives Woolroom a scientific angle that may help convert consumers who want natural alternatives to synthetic bedding.

What’s next: - Woolroom is expected to keep investing in North America, supply chain capacity and traceable product delivery. - The formal royal presentation and palace reception will give the brand another high-profile moment tied to the award. - Continued international growth will likely remain a key measure of whether Woolroom can sustain its recent momentum.

The bottom line: - Woolroom’s latest royal recognition is more than a trophy. It signals that the company’s export-led, sustainability-focused strategy is gaining real traction.