Rutland-based Woolroom Secures Prestigious MTick® Certification to Combat Menopausal Sleep Disruption
Rutland-based sleep specialist Woolroom has become the first natural bedding brand to be awarded the MTick® certification by GenM. This milestone recognizes the company’s commitment to providing science-backed solutions for the millions of women navigating the challenges of menopause. The MTick® serves as a universal, evidence-based symbol designed to help consumers identify products that effectively address the 48 recognized symptoms of menopause, with a specific focus on the widespread issues of night sweats and insomnia.
The certification follows rigorous independent testing by institutions including Bangor University and the University of Leeds. The research confirms that the unique structure of wool fibers—specifically the natural air pockets contained within—offers superior thermal regulation and moisture management compared to synthetic alternatives. By creating a drier, more breathable sleep environment, Woolroom’s bedding helps mitigate the overheating that frequently triggers sleep disruption.
The Data Behind the Disruption
For many women, the transition through menopause is marked by a significant decline in sleep quality. Research conducted by Woolroom in partnership with British Wool in 2024 revealed that 83% of women experience broken sleep due to menopausal symptoms. This translates to an estimated 219 disrupted nights per year, a statistic that underscores a critical gap in the consumer market.
“Sleep disruption is one of the most common and frustrating parts of menopause,” said Chris Tattersall, managing director at Woolroom. “We are passionate about giving women trusted information and chemical-free products, empowering them to make informed choices about their sleep environment.”
The brand’s entire range of pillows, duvets, mattress toppers, and protectors—spanning its classic, deluxe, and organic collections—has now received the MTick® seal of approval. This development is a direct response to GenM’s Invisibility and Inclusivity Reports, which highlighted that women often struggle to find reliable, clearly labeled products tailored to their specific biological needs during this life stage.
Improving Retail Visibility Through AI and Signposting
The integration of the MTick® system is part of a broader shift toward “signposted shopping,” a concept that mirrors the digital transformation seen in other sectors. Much like how AI-driven recommendation engines and e-commerce algorithms have revolutionized search experiences, the MTick® acts as a human-centric metadata tool for the retail sector. By standardizing the way menopause-friendly products are categorized, the certification helps eliminate the “noise” of traditional marketing, allowing women to navigate digital and physical aisles with increased efficiency and confidence.
To bring this mission to the high street, Woolroom recently participated in the GenM X Raye pop-up store on London’s Kensington High Street. The initiative, which ran from October 1 to 11, served as a real-world demonstration of how curated, evidence-based inventory can improve customer satisfaction.
Strengthening the Ecosystem of Support
Heather Jackson, CEO and co-founder of GenM, emphasized that the partnership is about more than just a label; it is about building an ecosystem of support. “Woolroom’s certification is a powerful example of this impact within the sleep category,” Jackson noted. By bringing brands into the fold that prioritize transparency, GenM is effectively changing the narrative around menopause, moving it from an often-overlooked topic to a central pillar of consumer health.
As the retail landscape continues to evolve, the demand for transparent, verified product information is only expected to grow. Woolroom’s achievement sets a new benchmark for the bedding industry, proving that traditional natural materials, when supported by modern scientific rigor, offer some of the most effective solutions for contemporary health challenges. For women seeking a better night’s rest, the MTick® is quickly becoming the gold standard for navigating a complex and often overwhelming marketplace.
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