Concerns about indoor air have started to change how many European families choose materials for the bedroom. What used to be a straightforward bedding purchase is now tied to questions about chemicals and toxins. The trend is reshaping demand in the mattress sector and opening space for companies that offer natural alternatives. Home of Wool, established by architect Rositsa Petrova and considered one of the earlier entrants in Europe’s modern natural mattress segment, has been making wool-filled mattresses and bedding for more than 10 years. Petrova says customers who once focused on comfort and price now pay more attention to materials and chemical treatments.
Market watchers say the change fits into a wider move toward healthier and more sustainable home products. Reports tracking the European mattress business expect steady growth through 2032 as people pay more attention to sleep health and environmental factors when buying bedding. A separate study looking only at sustainable mattresses predicts roughly 7.6% yearly growth into the early 2030s, driven by interest in materials that are biodegradable or organically sourced instead of petroleum-based foams.
Companies that adopted such materials early say the change can already be seen in their own sales channels. “We saw a noticeable increase in the last quarter of 2025 and it looks like 2026 is going to be a strong year for us,” said Georgi Rolev, operations manager at Home of Wool. “Orders from the United Kingdom, Germany, Denmark, Norway, Sweden and Australia have been especially consistent.”
The interest in natural materials overlaps with growing scrutiny of indoor air quality. A 2025 review in the Electronic Journal of General Medicine found that poor indoor air quality in European schools correlates with respiratory issues, allergies and cognitive impairment. The review listed inadequate ventilation and contaminants such as volatile organic compounds (VOCs) and mold as contributing factors. Children were described as particularly vulnerable.
Similar concerns have started to surface in private homes as well. Synthetic foams and flame retardants found in furnishings can contribute to indoor chemical exposure. A year-long study of 124 homes in Bradford, U.K., published in Environmental Science: Processes & Impacts in 2025, measured indoor volatile organic compounds (VOCs) and found that concentrations inside homes frequently exceeded outdoor levels. The researchers identified furnishings and everyday consumer products as major contributors to indoor VOC buildup. With households spending more time indoors, alternatives to polyurethane foam have attracted interest among families. For many parents, the issue became more tangible once it affected their own homes.
Petrova began developing wool-filled bedding after her newborn son experienced recurring respiratory symptoms. “It started after five years of trying to find a remedy for my son's recurring allergic reactions and respiratory illnesses,” she said. After replacing synthetic furnishings with wood, wool and natural fabrics, she described the home environment as noticeably calmer. She later revived Bulgaria’s traditional wool mattress craft and brought it to a global market.
Indoor air researchers note that most public attention goes to outdoor pollution, even though furnishings can also release chemicals in enclosed spaces. For families managing asthma or allergies, these issues often become apparent sooner. Many start by changing materials in the bedroom, since that is where people spend long, uninterrupted hours sleeping and breathing in the same air.
About Home of Wool
Home of Wool is a Bulgarian atelier specializing in premium wool bedding and home essentials made entirely from natural, renewable materials. The company creates made-to-order mattresses, toppers, pillows, baby sleep products, blankets, and wellness cushions, designed to improve sleep quality and indoor air without foams, synthetics, or chemical treatments. Operating under a strict zero-waste model, Home of Wool serves customers globally since 2014. For more information, visit homeofwool.com.
Media Contact
Georgi Rolev
Operations Manager, Home of Wool
georgi@homeofwool.com
