Friday, March 14, 2025

Woola box collection : Wool meets paperboard

Woola box collection : Wool meets paperboard
Woola, the Estonian manufacturer producing protective packaging solutions made from reclaimed waste wool, is expanding its offer for the luxury sector. The start-up, victor of an LVMH Innovation Award in 2023 and of a Formes de Luxe Award in October 2024, has also reformulated its material to phase out the use of a bio-based binder.

Three years after introducing its debut offer of upcycled wool packaging—Wool Envelope, Bubble Wool and Bottle Sleeve—Woola unveiled its very first range of boxes at the 2025 edition of Paris Packaging Week. The Estonia-based supplier, whose expertise lies in the collection and valorization of waste wool that would otherwise be destroyed, transforms the material in-house.

The new range of cardboard secondary packs comes in multiple bespoke shapes and all with a wool lining, which both cushions and acts as an insert for the products nestled inside. The lining, explains Woola Founder Anna-Liisa Palatu, is glued to the box using an adhesive made of pure PLA, and box and lining are assembled at Woola's production facility.