Woola

Woola is an Estonia-based company that provides sheep's wool-based packaging alternatives to traditional fossil fuel-based plastic bubble wrap. The company's products include wool envelopes and bottle sleeves, which are used by e-commerce and luxury retailers in more than 50 European countries to protect products during shipping.

The company’s packaging solutions are made from sheep wool, sourced from local farmers in Estonia and recycled paper. As of September 2021, Woola claims to have sold over 120,000 envelopes, replacing approximately 169 million sq m of bubble wrap.

Key customers and partnerships

In June 2023, Woola partnered with BioGaia, a Swedish healthcare company, to supply eco-friendly packaging for direct distribution to consumers in Sweden and the UK. The company’s first product, wool envelopes, launched in 2020, was commercialized via collaboration with Estonia’s leading department store Kaubamaja.

Funding and financials

In December 2023, the company secured EUR 2.5 million led by Metaplanet to grow its sales and marketing team.