Woola

Anna-Liisa Palatu founded Woola in 2020 together with Jevgeni Širai and Katrin Kabun. The founders were running an ecommerce business and experienced the packaging problem first-hand. The lack of sustainable and scalable protective packaging led to rediscovering sheep wool, a naturally high tech material – its elasticity, water repellency, and thermal resistance make it suitable for packing items that need extra protection. Woola’s products range from Wool Envelopes that replace bubble wrap mailers to protective Bottle Sleeves for shipping glass bottles. Woola packaging is produced in Estonia, and sold to retailers across Europe.

Headquartered in Tallinn, Estonia, the company has raised a total of €5.5M in venture capital financing from Metaplanet, Future Ventures, Lemonade Stand and a number of angel investors.