OUR WORK woolroom
Sustainability & traceability.
Woolroom, the UK’s leading wool bedding retailer, announced an exclusive partnership with Chatsworth, home to the Devonshire family, to launch the ‘Chatsworth Collection by Woolroom’ a stunning range of wool duvets, pillows, mattress protectors and toppers.
Wool used in the bedding has been exclusively sourced from the Chatsworth Estate and customers can use a QR code to trace the wool used in this bedding back to the exact flock on the Estate. This is a first in the bedding industry therefore our goal was to spread awareness about Woolroom’s traceability and sustainability credentials through the promotion of the brand’s new Chatsworth Collection.
GOAL
Demonstrate Woolroom as a bedding retailer leading the way in the traceability and sustainability space.
SECTOR EXPERTISE
Consumer – Lifestyle
240
pieces of coverage
38,427,622
combined reach
The Work
We invited a small group of top tier media to spend an entire day at Chatsworth House to learn more about the collaboration. Titles included PA, Ideal Home Online, Living Etc Online, House Beautiful, The English Home, Country Living, Real Homes, Homes & Antiques, and The Daily Mail.
The event consisted of a meet and greet with Lady Burlington, a tour of the house, exclusive Q&A with Managing Director at Woolroom, Marketing Director at British Wool and Chatsworth House’s Farm Manager to discuss the collaboration, Woolroom’s traceable Wool ID™ scheme and the sustainability benefits of sleeping with wool bedding.
Josie Clarke from PA published an article on the wire about Woolroom’s traceability programme and Chatsworth House collection, which was syndicated across multiple key national and regional titles such as The Independent, The Times, Evening Standard, Daily Mail and Mail Online.
Alison Davidson, a freelance journalist for House & Home wrote a blog post on the Chatsworth Collection and featured stats from the Clean Sleep Report.