Draft:Home of Wool
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|  |
| Company type | Private |
|---|---|
| Industry | Bedding and home decor |
| Founded | 2014 |
| Founder | Rositsa Petrova |
| Products | Mattresses, pillows, blankets, duvets, cushions |
| Website | homeofwool |
Description
Home of Wool is a studio based in Bulgaria that specializes in handcrafted wool-filled bedding and home decor made from natural materials. Founded in 2014 by architect Rositsa Petrova, it emphasizes sustainable production and the elimination of synthetic chemicals in household furnishings, bedding, and decor. [1]
History
Rositsa Petrova established Home of Wool driven by concerns over the health effects of synthetic materials used in interiors. With a background in architecture and personal experience with chemical sensitivities and allergies, Petrova turned to wool-based products. The brand first launched on Etsy, where it gained popularity, particularly in the United States, for its eco-friendly and chemical-free products. [1]
The business grew steadily each year, and during the challenging year of 2020, it reached record sales, with the team nearly doubling in size.[2]
A 2025 article in Forbes Bulgaria highlights that Petrova's approach was gradual, starting with the bedroom due to the amount of time people spend sleeping. Initially, the company offered only three bedroom products, outsourcing production while Petrova handled customer communication, packaging, and shipping. The wool used in the products then and as of 2025 is processed by two Bulgarian factories: one for washing and carding, and another for turning it into batting. Fabrics and other materials are sourced from Lithuania, Bulgaria, and India. [1]
As interest from customers increased, Home of Wool expanded its product offerings to include items for children, nurseries, and pets, along with a broader range of home textiles and accessories. This growth reflected rising demand for natural and custom-made alternatives across different living spaces. [1]
Products
As of 2025 Home of Wool offers a variety of home products, including mattresses, mattress toppers, pillows, blankets, and seating cushions. All products are handcrafted, using wool filling. Wool is selected for its breathability, temperature-regulating properties, and hypoallergenic qualities. The company also produces accessories and household items using fabric and wool cutoffs to minimize waste. [1]
All products are custom-made to client specifications at the Sofia atelier. [3]
Advocacy
Beyond its product offerings, Home of Wool actively advocates for awareness regarding the potential health risks of synthetic materials in household products. As noted in a media feature, "According to Home of Wool, synthetic fibers are treated with lots of chemicals, including dyes, fire retardants, and glue, which make them toxic to the planet. They can also cause skin rashes or irritations."[4]
The company shares educational resources about natural materials, health, and sustainability through its website and media appearances.
Founder Rositsa Petrova has appeared in national media to discuss the personal health challenges that led her to create the company. In an interview for bTV’s "Women of Bulgaria" series, she shared how her son’s recurring health issues prompted her to investigate environmental factors in the home. The segment emphasized the emotional and practical journey many women undertake in preparing a safe and healthy environment for their children, stating: “Mothers possess a particular, almost superhuman strength with which they can change the world if needed. Rositsa Petrova once did exactly that — to change the life of her child.”[5]
The company has engaged in social responsibility initiatives, including partnering with Wooden Spoon to support the "Maichin Dom" Specialized Obstetrics & Gynecology Hospital by providing organic sheets and bodysuits for newborns. This initiative highlights the natural, chemical-free nature of the products designed for newborn care.[6]
Reception
Home of Wool has received media coverage in Bulgarian local publications such as Capital, Forbes Bulgaria, and Vagabond Magazine. The company's mission and practices have also been covered in local national TV shows, podcasts, and radio pieces.
In 2023, Home of Wool was among 30 small producers recognized at the inaugural Be Green, Be Bio Awards, part of the Bright Awards initiative, held in the Botanical Garden in Sofia. The ceremony celebrated innovation and impact in Bulgaria's organic and sustainable sectors. Home of Wool received a statuette in the Home/Garden category for its natural wool mattresses, nominated by media and satisfied customers alike. [7]
In 2024, founder and CEO Rositsa Petrova was selected for the EY Entrepreneurial Winning Women™ EMEIA class of 2024. The program supports high-potential women entrepreneurs with established, profitable businesses, helping them scale and expand internationally. The 2024 cohort includes 70 women founders from 69 businesses across 23 countries in Europe, the Middle East, India, and Africa, collectively employing more than 4,000 people across 13 industry sectors.[8]
References
- ^ a b c d e "Home of Wool's Natural Products Impressing Global Market". Forbes Bulgaria. 2025-02-28. Retrieved 2025-04-23.
{{cite web}}: no-break space character in|url=at position 103 (help) - ^ "Къща и бизнес от вълна". Капитал (in Bulgarian). Economedia. 2021-02-19. Retrieved 2025-04-30.
{{cite web}}: no-break space character in|url=at position 88 (help) - ^ "Sweet Dreams Are Made of Wool". Vagabond Magazine. 2024. Retrieved 2025-04-23.
{{cite web}}: no-break space character in|url=at position 68 (help) - ^ [ "This Unexpected Item Has The Worst Reviews At HomeGoods"]. House Digest. 2022-05-05.
{{cite web}}: Check|url=value (help); no-break space character in|url=at position 1 (help) - ^ "Детето ми боледуваше постоянно, докато не открих лечението му сама". bTV Новините (in Bulgarian). 2020-11-28. Retrieved 2025-04-30.
{{cite web}}: no-break space character in|url=at position 130 (help) - ^ "Дарение от 100% органичен памук за новородените". Майчин Дом (in Bulgarian). 2025-04-10. Retrieved 2025-05-05.
- ^ "30 малки производители бяха наградени на "Be Green, Be Bio" в столичната Ботаническа градина (СНИМКИ)". Stolica.bg (in Bulgarian). 2024-11-23. Retrieved 2025-04-30.
{{cite web}}: no-break space character in|url=at position 126 (help) - ^ "EY announces 70 women founders selected for the EY Entrepreneurial Winning Women EMEIA class of 2024". EY.com. October 2024. Retrieved 2025-04-30.
{{cite web}}: no-break space character in|url=at position 143 (help)
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